Transcript Rachel Krys - Investigadores CIDE

Rachel Krys
Communications Director
Equally Ours
@EquallyOurs
Introducing Equality & Diversity Forum and Equally Ours
• The Equality and Diversity Forum (EDF) is a network of
national organisations committed to equal opportunities,
social justice, good community relations, respect for
human rights and an end to discrimination based on age,
disability, gender and gender identity, race, religion or
belief, and sexual orientation.
• Equally Ours was set up by EDF and is a partnership
between eight national charities who have come together
to raise awareness of how human rights benefit us all in
everyday life.
Human rights research – phase 1, 2012
Research carried out by Bristol University, Glasgow University Media Group
and YouGov and comprised:
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a literature review and data synthesis of previous research carried out
into public attitudes on human rights between 2006 and 2011
•
an analysis of over 1,000 print and broadcast media items to identify the
themes and trends in the media and political discourse on human rights
•
nine focus groups and a national public opinion survey with more than
2,000 British adults to quantify the prevalence of positive, neutral,
ambivalent and hostile attitudes within the population and to test and
evaluate messages that shift or reinforce these attitudes (YouGov
research)
Media backdrop
Media discourse analysis - 2013
Building Bridges. PIRC, Counterpoint,
Equally Ours. 2013
Human rights research – phase 1, 2012
• Strong support for the idea of human rights across the population
• BUT human rights not seen as relevant to most people’s lives
• Human rights are consistently seen as having gone ‘too far’.
Strong associations between human rights, ‘undeserving’
minorities and abuse of the system.
• Few trusted messengers, existing human rights organisations
won’t help set the record straight.
Human rights research – phase 1, 2012
Identifying clusters based on attitudes to human rights
Cluster
% of population
Characteristics
Anti
26%
Right wing, likely to
read Mail/Sun
Undecided
41%
Broadly in line with
population as a whole
Pro
22%
Guardian/ Independent
readers
Don’t care
11%
Politically apathetic
What the research told us about this group…
Most of the things we are saying in
defence of human rights in the UK are
putting off the vital 41%
What isn’t working?
‘Facts’ about the
European Court of Human Rights
Judges ‘v’ politicians
Churchill’s legacy
Rights pick ‘n’ mix
Human rights research – phase 1, 2012
• Key drivers of positivity in ‘undecided’ group
• Relevance
• Fairness
• Tradition
• Most trusted spokespeople are those who have personal
experience of having their rights breached
Human rights message testing – phase 2 2014
33 messages which link human rights to equality and
social justice themes including:
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Children’s rights
Ensuring everyone has access to public services
Ending violence against women
Tackling poverty
Protecting people’s right to family life
Preventing and tackling abuse
Ending discrimination
Helping people get access to justice
Protecting migrants’ rights
Effective messages
• All the messages tested had much
higher levels of agreement from all
clusters.
– Focus on relevance and
salience
• Inclusive phrases like “we can be
proud of’ or ‘we can support’ have
greatest impact
• Messages which focus on care,
children and mental health were
most effective
• The messages which are explicit
about rights are more effective.
The most persuadable messages
Message
We all have an equal human right to high quality, compassionate care,
whether we have a physical or mental health problem.
Children have the human right to a childhood free from poverty. That
means sometimes we need the state to help make sure that every child has
enough to eat, proper clothing and a safe warm home.
As many as 5,000 people in the UK today are victims of slavery or
trafficking. We need to do more to protect the human rights of victims
and prosecute offenders.
When we use care services, we all need our human rights to make sure we
have privacy, dignity and independence.
People with mental health problems who are victims of crime have the
same human right to justice as everyone else. The police and criminal
justice system must take their experiences seriously.
Kirsty was killed by her partner Steve after years of abuse by him. Murders
like this happen every week. Every woman’s human right to be protected
from this sort of violence must be a priority.
Any one of us could have a mental health crisis. We all have an equal
human right to be treated with dignity, respect and compassion if it
happens to us.
% agree
Effectiveness
84%
Very High
79%
Very High
81%
High
81%
High
82%
High
81%
High
86%
High
Messengers
“Most people are lucky not to be targeted by police using ‘stop and
search’ powers. But for too many young black men this happens
regularly as they’re going about their lives. This is an important human
rights issue that needs to be tackled.”
Our conclusions
• There is an opportunity to shift public opinion on human
rights in the UK
• The wrong messages (and messengers) are dominant
• We have to dial down the ineffective messages while
simultaneously dialling up the effective messages
• Human rights should be linked to wider debates around social
justice, equality and fairness
• Civil society organisations are key to getting these messages
out to the persuadable audience
Thanks
Please get in touch if you would like more information:
[email protected]
www.equally-ours.org.uk