-UN-

TUS DERECHOS HUMANOS

Design

KNOW YOUR HUMAN RIGHTS

Activity
Design

Place
Mexico

Date
August 2019

The subject of human rights has been key for the development of our society in the last 200 years. Particularly since the proclamation of its universality by the United Nations in the 50’s, the dissemination of this topic throughout the world has been more vertiginous and necessary.

Particularly in Latin America and Mexico, the highest institution and governing body of this issue is the Inter-American Commission on Human Rights that arises from the Organization of American States (OAS), while the institution that monitors and addresses all violations is the Inter-American Court of Human Rights (I / A Court H.R.). Beyond institutions and documents, human rights must live primarily in our daily lives, in cities, on the streets and in our relationships with others. Hence the importance of spreading education on these matters because knowing our rights makes us understand that we can all enjoy them but also that we can raise our voices, fight and demand that they be respected.

OBJECTIVES –

To generate an informative and understandable platform for all audiences about Human Rights in Mexico and Latin America and how to preserve them.

Challenge –

How to make a topic as deep as human rights fun, attractive and informative for an audience not used to to legal and academic language?

The idea –

Currently the best way to reach a mass audience at a low cost is through digital channels, so we decided to create an information platform on Human Rights that would exist as a website with an easy name to remember: tusderechoshumanos.mx

HOW DID WE DO IT? –

The website experience would help us show information in a fun and easy to understand way. The structure of the site consisted of organizing the information so that it was clear and easy to navigate, using the least amount of clicks. To reinforce the playfulness of the website we chose a design with a friendly graphic line featuring illustrations and animations with concise text, including the following sections:

  • HOME – summary of all sections
  • RIGHTS – what types of human rights exist?
  • GLOSSARY – the most complicated terms in legal language.
  • CASES – shedding light on the main cases of human rights violations in Mexico with concrete and summarized information supported by 60-sec videos so that visitors could understand them and identify the human rights that were being violated in order to be prepared to demand that their rights be respected when facing a similar situation.

CONCEPT –

TUSDERECHOSHUMANOS.MX is a website with an attractive and friendly design suitable for all audiences to know their rights in depth, learn how to defend them and understand how they can rely on institutions such as the OAS, the IACHR and the Inter-American Court of Human Rights.

«HUMAN RIGHTS ARE UNIVERSAL AND PROTECT US ALL».

WHAT RESULTS DID WE GET?

Traffic

In only 3 months, +20,000 people visites the website -an extremely high number for a website of this kind-.

Bounce Rate

Our 60% bounce rate means 40% of our visitors constantly browse the site’s different sections.

Browse Time

Our site’s 2.45 min browsing time is more than twice the standard (1 min).

Best Practice

The site was listed as an example and best practice of communications and dissemination materials within the UN.