MANAGEMENT MANAGEMENT • To further enhance UN Human Rights’ overall resource mobilization approach, SOPs on donor relations and resource mobilization and policy on engagement with the business sector were revised and agreed by the SMT. External Communications UN Human Rights’ human rights impact and messages are effectively communicated, helping to position it as a partner of choice for its key stakeholders. • In 2018, UN Human Rights achieved significant progress in enhancing its external communications across all channels, including by conveying its identity and messaging in a more compelling way and expanding its reach. It advanced a range of institutional objectives through this enhanced communication. • UN Human Rights increased its social media followers to 4.75 million across its social media platforms, including 2.2 million followers of UN Human Rights’ Twitter account, 2 million followers on Facebook and 500,000 followers on Instagram. This represents an almost 20 per cent increase since 2017 (800,000 new followers in 2018). • The seventieth anniversary of the Universal Declaration of Human Rights (UDHR) and the push associated with the campaign #standup4humanrights saw UN Human Rights expand its reach to over 40 partnerships (see pages 1415). The hashtag reached 600 million people in 2018, an increase of 20 per cent since 2017 and 700 per cent compared to 2016. The broader human rights movement picked up this hashtag as its “global call to action”, and Human Rights Watch made it its official hashtag for Human Rights Day. • In 2018, UN Human Rights expanded its storytelling efforts. Stories of the work of UN Human Rights across the world are regularly presented in a more visual and compelling manner. To better demonstrate the impact of its work on the ground, UN Human Rights also partnered with Agence France Presse 64 UN HUMAN RIGHTS REPORT 2018 • A comprehensive electronic resource mobilization guide was also developed and made available to all staff. In addition, standardized funding proposal templates were updated to reflect the structure and contents of the new OMP. The Deputy High Commissioner addresses the audience at the Locarno Film Festival in August 2018 as part of the global campaign to celebrate the 70th anniversary of the Universal Declaration of Human Rights. © Locarno Festival to tell stories through short films or photos essays. All these stories are posted on the Exposure platform at https://unhumanrights.exposure.co. • The UN Human Rights rebranding exercise, which seeks engagement of a broader constituency by presenting our work in a more compelling and accessible manner, was launched with a projected completion date of end 2019, and the redesign of the UN Human Rights website, will be completed in 2020. Resource Mobilization Investment in and support for UN Human Rights has expanded and donors are expressing confidence in the value delivered by these investments. • To increase in-house capacities and skills, a total of 41 UN Human Rights staff members from the Europe and Central Asia and the Americas regions, as well as programme officers at headquarters, were trained in resource mobilization using the updated resource mobilization guide. • Finally, UN Human Rights cultivated its strategic partnership with Microsoft, which led to a combined cash and inkind contribution of US$1 million in 2018. It also secured grants from five non-traditional donors in its efforts to diversify the donor base. Partnerships UN Human Rights has broadened and diversified its institutional partners and maximized the mutually reinforcing human rights benefits of exchange of expertise, reach and resources. • In 2018, to amplify its messaging, UN Human Rights established a number of partnerships, primarily with the private sector, including with: › J CDecaux Group, an advertising company, to undertake an outreach campaign in major cities of 13 countries around the world; as other collaborators, to produce the third edition of Professional Standards for Protection Work. • UN Human Rights established a time-bound internal task force on Diversifying Partnerships with membership drawn from across the Office. The Task Force makes recommendations on strengthening standards and policies for partnerships and on building new partnerships to reach out to new audiences and open dialogue that can inspire and mobilize people to defend and promote rights. › Magnum photo agency, which offered photos and social media support to illustrate all 30 articles of the UDHR; › Le Journal de Spirou, which is published in French-speaking countries, to launch a special issue of the iconic comic magazine on the UDHR; › Poster for Tomorrow, to issue a worldwide call for graphic contributions to illustrate #standup4humanrights, which attracted a large number of submissions; and • In 2018, UN Human Rights enhanced its resource mobilization framework, increasing skills and capacity, while strengthening reporting and sustaining ongoing dialogue with donors. This drove significant progress towards expanded investment in and support for UN Human Rights. › Well-known influencers (Sabah Al Hallak, Rana Ayyub, Ingrid Beck, Kevin-Prince Boateng, Amber Heard, Angelina Jolie, Marie Laguerre, Alyssa Milano and David Oyelowo) who shared the messages of UN Human Rights through their social media channels. • As of the end of 2018, UN Human Rights had raised US$187.1 million in voluntary contributions, representing a 31 per cent increase from its baseline of US$142.8 million in 2017, and the number of donors went from 77 in 2017 to 89 in 2018. Voluntary contributions from “other donors” increased from 0.5 per cent in 2017 to 1.1 per cent in 2018. • Partnerships were also strengthened with other UN agencies, NGOs and think tanks, to develop joint publications and help distribute UN Human Rights materials. For instance, a publishing venture was undertaken with ICRC, UNHCR, OCHA, Human Rights Watch, Médecins Sans Frontières, Amnesty International and the Danish Refugee Council, as well UN HUMAN RIGHTS REPORT 2018 65