Leveraging PR and Media in Promoting and Protecting Human Rights

10^th December 2024 marks 76th anniversary of the Universal Declaration of Human Rights, adopted by the United Nations in 1948. This pivotal document is the foundation of human dignity, equality, and justice in the world, affirming the rights of all individuals regardless of race, gender, nationality, or belief. Despite this, a recent report reveals that many countries continue to fail to protect the human rights of their citizens. While democracy is one of the strong predictors of improved human rights practices, some democratic nations still exhibit alarming inadequacy. The Global Rights Project Report (GRIP) highlights these discrepancies, with notable mention of India, which received a score of “F” in 2023.

This situation raises concerns about the commitment of democratic governments to uphold and promote human rights standards as outlined in the declaration. This highlights the need to address this discrepancy, PR and media serve as a powerful catalyst in advocating human rights. As societies face complex challenges, from political oppression to social injustice, effective communication strategies are important in raising awareness and mobilising action. By leveraging various platforms and tools, PR and media not only raise awareness amongst the public but also voice up for the marginalised by holding governments and institutions accountable for their actions.

PR & Media: The Voice of the Marginalised

In a world where the protection and promotion of human rights have become increasingly significant, experts emphasise that PR and media contribute immensely to advancing human rights agendas and driving advocacy for a more just and equitable society by becoming the voice of the marginalised and those facing human rights violations. Promoting human rights is not only fundamental to safeguarding these rights but also serves as a cornerstone for achieving sustainable development. Public relations professionals are tasked with enhancing brand awareness while simultaneously advocating for human rights. By effectively shaping public opinion, PR influences community engagement and encourages individuals to voice their support for critical social causes. Meanwhile, the media acts as the primary conduit of information, bridging organisations and the public. Its powerful platform allows for the amplification of voices advocating for justice and equality.

Campaigns That Go Beyond Promotion: Telling a Compelling Story

Media and public relations campaigns not only advocate for human rights but also tell compelling stories that drive positive change. By sharing narratives, especially about vulnerable groups and human rights violations, these campaigns are going beyond promotion as they are educating people, advocating for justice, and promoting inclusivity. PR and media can contribute to building a society where everyone can leverage the fundamental rights and freedoms they deserve. As we strive for a more just and equitable world, let us recognise the transformative power of human rights awareness in empowering those in need and fostering lasting societal change.

Kuch Khass Hai: Gender Roles and Societal Norms

In a powerful discussion surrounding the crucial topic of gender equality, Ogilvy India presented a thought-provoking narrative through Cadbury’s remake of the classic “Kuch Khass Hai” advertisement. This updated version of the ad takes an innovative approach by reversing traditional gender roles, showcasing men openly expressing their emotions and celebrating the achievements of their female partners. This shift not only challenges societal norms but also promotes a more inclusive perspective on masculinity, encouraging men to embrace vulnerability and support their loved ones in a heartfelt way.

The Mirror:  Gender Stereotypes, Stigma and Discrimination

The advertisement by FCB India and UNAIDS addressed the topic of gender stereotypes, particularly regarding LGBTIQ+ individuals, which often results in stigma and discrimination. The film, titled “The Mirror,” features a young boy who appears upset and decides to sit out while other children enjoy a lively Indian kite festival. Despite his mother’s encouragement to join the festivities, he quietly slips away downstairs on his own. He then wraps himself in a woman’s scarf and beams at his reflection in the mirror. Shortly after, his mother and grandmother find him delightfully dancing in his improvised outfit. When the music abruptly stops, the women initially look at him in shock. After a brief moment of silence, they happily join him in his celebration. This poignant scene illustrates that gender diversity is not merely a lifestyle option, but an inherent right of everyone. This message holds particular significance for children and adolescents, as they often face immense pressure from society to adhere to strict gender expectations assigned at birth.

WeWork’s Campaign: Stereotypes and Biases Against Women

Millions of women are still facing discrimination in the workplace, they are often underrepresented in the business world and face salary disparity for equivalent roles. Furthermore, women also face legal and other obstacles that limit their career opportunities and entrepreneurial potential. WeWork’s campaign for International Women’s Day garnered widespread recognition and applause for highlighting the enduring stereotypes and biases that remain unchanged worldwide.

The Power of PR & Media

The power of PR and media not only lies in raising awareness but also in storytelling that fosters empathy and inclusivity. Campaigns like Cadbury’s “Kuch Khass Hai” and “The Mirror” by FCB India and UNAIDS demonstrate how creative narratives can challenge societal norms and promote understanding, especially around gender roles and identity. As we strive for lasting change, private organisations, media, PR and governments— should come together to ensure a future where dignity, equality, and justice are celebrated and protected.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Manish Sharma

Manish Sharma, the Co-founder of Key Communications PR. Established in 2016, Key Communications stands out as one of the fastest-growing independently-owned Public and Influencer relations firms in Delhi/NCR. Committed to the art of storytelling, Key Communications operates across Delhi, Mumbai, Bengaluru, and Bhopal, with a robust associate network spanning 56 cities in India. Moreover, we boast affiliate partnerships in key international hubs including Dubai, Abu Dhabi, London, New York, Bangladesh, Singapore, and Nepal. From Public Relations and Reputation Management to Influencer Relations and Celebrity PR, from Press Conferences to Product Launches and Startup PR, Key Communications serves as your trusted partner in storytelling.



With over two decades of experience in Public Relations and Integrated Marketing, Manish Sharma has collaborated with a plethora of notable clients, ranging from global corporations and business leaders to PSUs. Over the past eight years, his entrepreneurial journey with Key Communications has seen him craft unique storytelling and PR strategies for clients across diverse sectors, spanning ambitious start-ups to established listed companies. Manish's passion for Indian media and the ever-evolving Influencer landscape remains unwavering. He thrives in the fast-paced, endlessly fascinating, and constantly challenging environment that is PR.



Manish holds a Bachelor of Science with Honors from Barkatullah University and a PG Diploma in PR and Journalism from Jaipuria Institute of Management. His accolades include prestigious awards such as the Best PR Team for the International Film Festival of India from the Information & Broadcasting Ministry.