media guide write for rights 2013

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Amnesty International

2013 Write for Rights Media Guide

Here are some media materials that you can use to generate community and social media to Shine a

Light on Amnesty Internationalsglobal Write for Rights.

These materials will help you:

Promote Write for Rights with your local mediaCelebrate Amnesty International on International Human Rights Day

Use social media activity

Connect with local artists and media contacts you may have developed to promote the event

Write for Rightsare about ordinary peopletaking action to protect individuals at risk of human

rights abuses and to press governments to uphold the human rights described in the Universal

Declaration of Human Rights (UDHR).

To help make your Write for Rights event successful, this guide includes key messages andinformation for your releases, listings, messages for Facebook and media interviews. An example

media advisory, press release and letter to the editor are included to help get you started.

Please contact Beth Berton-Hunter 416-363-9933 ext. 332bberton-hunter@amnesty.cafor support.

Please send her articles and coverage from your Write for Rights event. We all can share ideas and

be encouraged by stories of your success.

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Key Messages for Write for Rights

How Amnesty started

In 1961, lawyer Peter Benenson, outraged by injustices he read about in Portugal, made an appeal to

others to unite him in a common action to help the forgotten prisoners. He saw that by using ourrightsour freedom to act for a just worldwe can achieve extraordinary things.

Amnesty International now has more than 3 million members. Ordinary people join forces to shine a

light on forgotten prisonersall over the world and to make a difference for threatened individuals

and communities.

Shine a light on human rights this December 10th

Celebrate December 10th

, Human Rights Day, by participating in Write for Rights.

Its Amnesty Internationals biggestevent of the yeara global event to help stop human rights

violations. Everyone can participate. Its fun. Its inspiring. Above all its about supporting human

rights.

Write for Rights participants write letters to governments on behalf of individuals and communities

facing human rights violations, such as torture, loss of land, imprisonment or threats against their life.

Thousands of peoplestudents in universities, people at home, schools, workplace lunchrooms and

faith communities - sit down, alone or in small groups, and write letters aimed at stopping human

rights violations.

Why write a letter?

Because it works!Many governmentsregardless of political system, ideology and cultural ideals

regularly abuse the rights of their citizens, or tolerate such abuse. Writing to a government lets them

know that you are aware of a human rights violation and are concerned about it. When thousands of

people write letters, the cumulative effect is powerful. Governments pay attention.

For Write for Rightsparticipants, writing a letter teaches them about human rights and taking a

simple action empowers them. I loved it! Its so exciting to be doing this with people around the

world. What a terrific experience for people in our school. It may not seem possible that writing

letters can protect peoples human rights. But it makes a difference.

Join other concerned people around the world and take 10 minutes to write a single message.

Consider asking your friends to do the same.

Get involvedits easy

Visitwww.amnesty.ca/write-for-rightsto register yourself or your local event. Then download

activity tips and Write for Rights cases.

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HOW TO PITCH YOUR WRITE FOR RIGHTS EVENT TO LOCAL MEDIA

Look for community event calendarsin print, websites, radio and television stations. Ask

calendar editors to post the time and location of your Write for Rights event.

Invite a radio or television station host, newspaper reporter or editor of a popular web siteto

participate in your event.

A media advisory is a teaseralerting journalists to a future event submitted a few weeks before:

Provides basic information: who, what, where, when and why for your local event.

Encourages more people to come out and get involved

A news release isthe news:

Provides more in-depth information.

Distributed to journalists to promote the whole national event and put your local event in

context.

A media advisory and press release contain the following elements:Headline (Remember to use a large, bold fontits eye-catching!).

Short description of the event.

List of speakers at your event.

The name, telephone and E-mail address of your group spokesperson.

Short summary of your organization and activities in the last paragraph (news release only).

Mention of any "Photo Opportunity." Try to build in interesting visuals to your event

remember to wear Amnesty International clothing and banners.

How to distribute your media advisory and news release:

A media advisory should be sent to news outlets for the attention of the assignment editortwo weeks before your event.

Send the news release a few days before your event. Post it on your local web sites.

ALWAYS make follow-up calls. Call to make sure that assignment editors and targeted

reporters received the advisory and press release and offer to answer their questions. Try to

be brief, and call early before journalists are on deadline.

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The following guidelines are helpful pointers for dealing with the media:

Keep it simple. Whether its a telephone call, a media advisory or an event, always focus on the key

messages you develop for your event (see Key Messages). Repeat what you want to say in the

media rather than improvising under pressure.

Localize. Local journalists look for a local angle. Stress to them that you are holding Write for Rights

in your community. You are part of the worlds largest letter writing event across Canada and in 30

countries.

Monitor. Become a media watcher. Watch local television news, web sites, twitter, listen to local

radio and read local newspapers with an Amnesty International eye. Analyze which stories work and

why. Look out for journalists, including columnists, who cover stories that may relate to our

concerns.

React. If you read a story that relates to Amnesty Internationalshuman rights concerns in your

paper, twitter, web site or broadcaster, call them and talk to them about Amnesty Internationalswork. You may also want to write a letter to the editor, post on Facebook or web sites.

Contact. Keep a record of contacts you make at all media and note any journalists who seem

particularly interested in Amnesty Internationals issues you will want to contact them at a later

date when you are holding events.

Feedback. Send the Media Officer (Beth Berton-Hunter bberton-hunter@amnesty.ca) any copies of

or notes about your media coverage, including photos.

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SAMPLE MEDIA ADVISORY 3 OR 4 DAYS PRIOR TO YOUR EVENTFor Immediate Release: Contact: [Your name]

[Date submitted to the media] [Your contact number]

[Your City/School]Local Amnesty International Group hosting Write for Rights on December 10

Human Rights Day[Your town] [Name of Person Leading Effort], representing the [Your City/Town/School][Amnesty

International Group] is hosting a Write for Rights event on December 10th

, International Human

Rights Day. To celebrate human rights, people will shine a light all over the world in the worlds

largest letter writing event.

Highlights of the event include [add a brief description of your groups event] . They will be joining

people from 80 countries to create a global letter writing event.

Amnesty Internationals Write for Rights is catching the spirit of people everywhere. Last year,

thousands of Canadians joined the global event to write nearly 2 million letters in schools, community

centres, faith institutions, cafes and living rooms across the country.

Amnesty Internationals Write for Rights offers our community a unique opportunity to make a

difference in upholding human rights. Participation is free and open to everyone.

WHO: [Name of chief group spokesperson], Coordinator, [city] Amnesty International Group

WHAT: [Your City/School] Amnesty International Group hosts Write for Rights

WHEN: [Date and time]

WHERE: [Write for Rights Event Location]

Find out more athttp://www.amnesty.ca/write-for-rights

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SAMPLE PRESS RELEASE

For Immediate Release: Contact: [Your name]

[Date submitted to the media] [Your contact number]

Celebrate International Human Rights Day - Local Group joins in Write for Rights

[Your town] On Human Rights Day, December 10, join thousands of Canadians to protect those

whose human rights are being violated as part of Amnesty Internationals Write for Rights. Last year,

Canadians joined citizens from 80 countries to write 2 million letters.

As part of this global Write for Rights, [name of person leading the effort], representing the [your

City/Town/School] Amnesty International Group, will host an event for the community to write

letters to governments worldwide to end human rights abuses. The group will [add a brief

description of your groups event].

50 years ago, Peter Benenson, founder of Amnesty International, was outraged when he heard that two

students were thrown into jail for raising a toast to freedom. He decided that he would publish a story about

the students, called The forgotten prisoners. In his story, he urged others to write letters on their behalfto

use their freedom to free others. By using the power of the pen, you could help others. The idea caught on.

From a small group of people, Amnesty International is now more than 3 million members, who strive to

protect human rights.

Canadians who participate in Write for Rightslove the sense of solidarity of being a part of a global movement

of people who care, writing letters, signing petitions and sending text messages about human rights on

December 10th

.

[Include a short summary of your organization/group and its activities].

Our letters can help give a person back their freedom. They can make demands for justice for survivors of

torture. They can give hope to individuals at risk.

In last years Write for Rights, we wrote letters and cards of support for two cases in Iran. Hamid Ghassemi-

Shall, an Iranian-Canadian was held for five years on death row. Prominent Iranian human rights lawyer, Nasrin

Sotoudeh was a prisoner of conscience. Both were finally released this September.

Take a few minutes to help someone half a world away. When asked why they participated inWrite for Rights,

one person said To defend those that can't defend themselves,

Visit for more information http://www.amnesty.ca/write-for-rights.

For more information:

(your name)

group

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SAMPLE POSTING ON FACEBOOK

On December 10th

, use your freedom for human rights.

This December 10thI invite you to do one powerful but simple thing: write a short, personal letter

voicing your support for another persons human rights. Then send your letter to a government

leader or directly to a person whose rights are being threatened. There are actions available about

people who need your voice.

Tens of thousands of people across Canada and in over 50 countries will participate in Amnesty

Internationals Write for Rights.

Evidence shows that Amnesty letters save lives and give people hope. Use your freedom for human

rights this December 10th

. Participate athttp://www.amnesty.ca/write-for-rightsor call 1-800-

AMNESTY.

Name

Local Group/Youth Group

Facebook link

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SAMPLE LETTER TO THE EDITOR

DATE

Editor

Newspaper

Address

City, Province, Postal Code

To the Editor:

December 10th

is Human Rights Day. In our divided and insecure world, it is important to note the

abuse and violation of human rights today.

Prevailing trends in human rights abuses include:

Targeting civilians by armed groups and government forces;

Pervasive violence against women;Using torture to gather intelligence;

Attacks on journalists and activists;

Lack of protection for refugees, asylum-seekers and migrants;

Lack of corporate accountability for human rights abuses.

As a member of Amnesty International, this December 10th

I am (speak of your event and what you

will be doing).

I invite your readers to join me by writing a short, personal letter voicing their support for another

persons human rights. Join thousands of people across Canada and around the world in AmnestyInternationals Write for Rights event. Evidence shows that Amnesty letters save lives and give people

hope. Speak up for human rights this December 10th

. Participate athttp://www.amnesty.ca/write-

for-rights

Name

Local Group/Youth Group

Amnesty International Canada

City

Phone Number and E-mail