Introduction

AI has ambitious plans to strengthen its support and membership – the target for 2020 is to have 25 million people per year inspired to take action for human rights by AI’s work. To achieve this, AI needs to understand the wider public’s views of the movement and what can be done to attract them. To help to achieve this, AI’s communications programme has recently issued a report which brings together a wide range of survey data from across the world and summarises it into eleven main messages.

The document is intended to start discussions within all parts of AI about its audiences and how it can most effectively reach out to new ones. One key message is that AI should not aim its communications at one general mass audience. Instead, it should follow advertisers and political parties in always tailoring its messages to specific groups such as activists or decision-makers, old or young, liberal or conservative, urban or rural, etc.