Human rights audiences and messaging

Tender description

Research project into attitudes towards human rights in Great Britain. The project includes: 1) A literature review of the existing evidence base on attitudes and messaging about human rights; 2) Quantitative research providing up-to-date segmentation of the population according to their attitudes towards human rights. This segmentation should take into account both traditional demographic profiles, and provide insight into different attitudes and values. 3) Qualitative analysis of the impact of different messages in persuading those who are 'conflicted' to feel more positively about human rights. There should also be an assessment of which specific elements of these messages have the greatest impact in making respondents feel more favourably towards human rights, and behavioural insights into what would motivate different groups to take action to support human rights.