Since 2005, HiiL have been figuring out how to reconfigure justice systems to work as intended, for the common good. They have their answer: ‘people-centred justice’, a framework for justice that meets people where they are, solving their problems quickly so that they can get on with their lives. Having already gathered a network of global NGO and IGO supporters to launch the project, they were ready to begin their campaign.
Our brief was to design this campaign. We conducted field research with HiiL’s internal and external stakeholders, gathering all perspectives in order to shape the key message. We devised a communications strategy that allows HiiL to reach both those with power at the top of justice systems and the lawyers, judges, clerks, prison governors and police officers on the ground, who want change but need an idea like ‘people-centred justice’ to guide them. In addition to creative guidelines and assets, we also provided HiiL with PR consulting and a social media training for their comms team, building their internal capacity to sustain the campaign.
The campaign has begun. We are finding, profiling and connecting like-minded justice professionals on the ground, rallying them into a movement. At the national and global levels, we have been supporting HiiL to reach out to high level supporters and funders, both online and at events.