D. P ublic awareness National human rights institutions should promote a wide understanding and acceptance of human rights principles. They may seek to do this through programmes of public awareness sessions and/or the use of the media. Sessions to promote public awareness may be of two general types: ■■ ■■ General or public awareness campaigns, during which basic information on human rights is presented to the public and the role of the NHRI is explained; Targeted campaigns, which focus on a specific right or set of rights. National human rights institutions tend to use general public awareness sessions at the start-up stage, shortly after their establishment, especially if they perceive the human rights culture to be weak or underdeveloped. Such sessions may let the public know more about the NHRI itself and the services it offers. General campaigns, while effective, can be relatively costly and labour-intensive. They involve face-to-face meetings throughout the country with as many people as possible. They are also difficult to evaluate. Given the scale of the effort, therefore, general public sessions typically involve cooperation and coordination with others. Consideration should be given to using media campaigns as an adjunct, or as an alternative, to these kinds of sessions. Public sessions can also be done quickly and informally, and usually involve a representative of the institution meeting with the general public or a specific group. Targeted sessions may be used when the institution perceives that a type of right is not widely understood or honoured, or to encourage a better understanding and acceptance of human rights principles in important and/or emerging areas. For example, where women’s rights are not well understood or accepted, targeted campaigns focus on making women more knowledgeable and men more respectful. Media campaigns In many countries, the media are the most important vehicle for expressing ideas and forming opinions. Free and independent media can be useful partners in human rights promotion: Radio and television: ■■ National human rights institutions can develop regular, independent radio programmes using, where possible, free or subsidized airtime. This is an easy and costeffective way of reaching a large audience, especially in countries where the media are on the lookout for low-cost programming; ■■ Phone-in radio and/or television programmes are quite popular in some countries and can be used both to gauge public opinion on topical issues and to present a human rights analysis of them; ■■ Short advertising clips and public service announcements. Radio broadcasts may be advantageous where literacy is low and television not widely available. Where resources allow and there is sufficient access by the general public, television can provide certain advantages, including, of course, the ability to present images. Print media: ■■ Newspaper inserts (particularly effective where literacy levels are high and newspapers enjoy a wide circulation); 68