With your permission, I want to bring us home going super tactical. Is that okay? Yeah. And very much working with Thomas. We’re a dynamic duo though. So I, Leigh Babier, I’m the director of Global Campaigns at Human Rights Watch. I’ve been at Human Rights Watch forever for 18 years now. And we’re very excited because Thomas is helping me really shift the boat to hope-based communications across the organization. So what I want to talk to us about is measurement. Oops, wrong way. There we go. Is the measurement of hope, right? So how do we measure whether or not we’ve actually instilled hope, whether we’ve achieved that, whether we’ve persuaded people, but not only how do we measure whether or not we persuaded in the audience, but also for ourselves. We need to have hope by seeing that what we’re doing actually works. So it’s a model not only for measuring hope, but measuring the impact of all of our communications. How do we know whether or not our communications are effective? So can I see who are funders in the room? Raise your hand. And the rest of you, you’re welcome. So have any of you ever put out a report, asked for a report that doesn’t ask for measurement and evaluation and how you know whether or not you’ve achieved it? Yet another reason why it’s so important that we’re able to measure the hope, right? So as was said, this is like our basic view, our basic worldview of a very simplified, can explain it to your 12-year-old is from the human rights lovers to the human rights haters, we’re trying to mobilize those people, socialize those people, and neutralize those people. And all of you strategic communicators know that the place you have to start is with laser focus on where on that spectrum is your audience and then figure it out from there, right? So we’re trying to move everybody along and how do we know that we do it? So anybody, raise your hand if you have an immediate family member, close friend who is a Trump lover, Bolsonaro lover, Natsanyahu, name your favorite populous of the day, it’s a safe space, you can raise your hands, okay? And have you tried to persuade that person around the Thanksgiving table? How’s that gone for you? Yes, how’s that gone for you, right? Now scale that to digital communications and mass communications and how we figure out whether or not we really persuade. What we’re having to do is we have to feed people vegetables in a world of candy. And that’s all of our jobs, right? Vegetables in a world of candy. So and I’m not just talking about the candy of the cat videos and the TikTok challenge, which are delicious, but I’m also talking about the candy of course of confirmation bias, right? And seeing the stuff that makes us confirm all of our world views just feels so much better and easier to swallow, right? So that’s what we’re up against. So I want to tell you about our persuasion lab. So I’ve been running a persuasion lab for the past three years and this is a bit of our persuasion cycle. Again, like any strategic communications, of course we’re starting with our theory of change. I’m going to walk you through our most recent example, which was focusing on U.S. immigration. Our theory of change is laser focused on the middle, on socializing. Can I move a middle mushy purple audience on their views on U.S. immigration? Who should I move within that? How can they be moved? What are the messengers? Can I measure whether or not I moved it, right? So next in identifying the audience. So the audience that we identified were moderate white and African American women without a college degree. Why? I’m choosing a strategic audience in the middle based on the reach, 22 plus million people, that’s great reach, on their persuadability, which I’m going to show you how I measure whether or not they’re persuaded. But in my test, this is a very persuadable open to persuasion audience. And next is on their influence, right? So that segment of women are often credited with moving the midterms and that segment of African American women were the number one most targeted by the Russians in 2016. And if anyone saw Trump’s Super Bowl ad, you know that the influence is incredibly important, right? So that’s identifying the audience. The next thing we have to do is we have to go to the audience listening that Thomas was talking about, which has often been so missing. So all kinds of methods and techniques you might use. Obviously here’s some surveying. And obviously you can see right away that when I’m talking about U.S. immigration, I have twice as much lift in people saying that they think it’s okay to break the law or cross the border if it’s to protect a child from harm versus a better life. So what frame am I going to use when I’m trying to convince people, right? So in this, I have to define their values. What are the values of that segment that I need to tap into? And what we really talk about is that values unite people and issues divide people. My favorite example of this is the death penalty. The progressives have always used for the death penalty that it doesn’t work. It’s not effective. It doesn’t mitigate crime. But I’m already putting it in the frame of the other side and saying it’s not that there’s anything wrong with the death penalty. It’s just that it doesn’t work. But if I want to put it values first, what am I going to say? What are the values that I am for when I’m against the death penalty? Well, I’m for second chances. So I’m for second chances. You’re for second chances. Can’t we agree on this? Putting values first. These are the five values that we’re measuring on human rights and that we’re doing our testing on. For this segment of women, not surprising, compassion and fairness, which are often cited as the strongest values across right and left. So that’s the value that I knew I had to create all my content with. Next of course is to create the content. So many of you know about all these narrative templates. Maybe you call them different things in your shops. But picking one of these, who’s the messenger? What’s the kind of narrative format that I want to take? And to be super clear, all of these should be laced with hope. All of these can be done from a hope lens. You know, is it the conversion narrative like white old church going lady who says like, I used to be afraid of all Muslims, but we’ll move to the next door and now they’re okay. That’s like the conversion story video I’m going to tell or right. Miss busting, et cetera. So I have to choose for this audience with these values, what’s my narrative template? So then I create content that here’s three different pieces using three different message templates. And then let’s see if you guys can see which one was the most effective for my audience. People don’t understand what’s going on. People that come through the desert, they wouldn’t go through these mountains or this desert if they didn’t need to. They have a right to water and food. They’re not just immigrants. They’re not just refugees or asylees. These are human beings. So this was the story many of you might have seen about border patrol agents pouring out water in the desert left behind, right? This was the very newsy template. So it’s hard facts confronted in your face versus. My parents were Vietnamese boat people. They are like these people that come through the desert. It’s just such a personal connection for me. People don’t understand what’s going on. When I found out about border angels, I jumped on it. These are human beings that are going through these rough and desperate terrains. We’re not only needing water, but we’re needing hope. An emotional appeal. And lastly. Well obviously that was the border patrol busing up the water they were placing for the immigrants. I do see the quote government side of it trying to protect the United States. That’s pretty harsh. That’s basically yes they are breaking the law, but they’re giving essentially the death penalty. Those people trying to help immigrants that are literally dying trying to get into the country. So and that’s the social proof or a vox pop where you’re seeing a reaction of someone else watching the video. So one, two or three? Two. Well of course it’s two because an emotional, I’m not going to show you an example where it wasn’t emotional. So anyway, so yes it was number two for that audience. Then test, test, test, adjust and repeat. Here’s just a really good example of testing for reach. How many of my audience can I get to see it? How much percentage can they watch it through? This is like very cheap micro testing that like a cascading test. So I made this other video on compassion and fairness. Female versus male, female one with fox footage versus without, without one with the shot of the wall without. And again like Thomas said my instincts were the opposite on every single one of these. And had I not tested this I wouldn’t have known and wouldn’t have gotten a 35% lift in my audience watching this to 100% through. Then here’s the, here’s the new techie part which is, but the really important question is, I know I reached them, but did I persuade them? This is what Google is spending millions of dollars on, is how do you reach consideration? So just like Disney World you never go it alone. I’ve got amazing partners in AB partners and Swayble who help with this testing. And basically it works like for all the academics it’s like a control trial 3.0 using digital and gaming. 10,000 people who look the same on their views on US immigration. 5,000 of them are served my content 5,000 a seatbelt video. And I can see a dramatic and significant lift in moving them two points towards human rights respecting values. But I’m showing you this one because what else do I have? Very conservatives that it backfired on. So mitigating the harm and knowing exactly where I’m targeting right is crucial. So that brings me to scale and where will you come in and where we’re going next with the persuasion lab. So what we want to do next is not more work on US immigration. What we want to do is work on a meta narrative for human rights, enter human family. So just like Thomas has said about shared humanity, this is content that we’ve created that’s a brand for human rights. And it’s super movement generous and all white label content that we want all of you to use and share your all already a member of the human family. Now we want you to join this movement on it. It’s about adapting it your own. It started with a physical as Edith said this is fun and light and hopeful and what people want to do because who doesn’t want to take a mirror selfie. So this is an installation that’s around the world. Here it is on the Mexico border using human family and there’s a ton of other content with it. So we invite all of you to join the movement for human family since you’re already in the human family and bring it with hope. So thank you.