MANAGEMENT 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. • There was a 46.5 per cent increase in the number of media articles citing UN Human Rights between 2018 (41,629 articles) and 2019 (61,015 articles). The total percentage increase since 2017 was 154 per cent, or almost eight times the target figure of a 20 per cent increase in the number of media articles by 2021. The 2019 total is the highest annual total achieved and includes the highest figure reached for a single month. The record number of media articles generated by the Office reflects stronger storytelling and clear and effective messaging. The launches of a number of key UN Human Rights reports, particularly those on Chile, Kashmir and Venezuela, were especially effective. The July launches of the reports on Kashmir and Venezuela and the High Commissioner’s high-profile visit to Venezuela the previous month, were the primary reasons for the record monthly media pick-up of just under 10,000 articles, in July. • In July, UN Human Rights recruited a communication consultant (as planned under the “Light Up! Innovation Engine”) to focus on telling the stories of the work of the Office in the Africa region. Throughout the year, UN Human Rights issued bimonthly reports under a new format that showcases its human rights impact in the region in line with the OMP. It also issued human interest stories that were posted on social media and the UN Human Rights website. These stories attracted considerable attention from a large audience. • In an effort to differentiate between OHCHR and the HRC, the HRC media team developed a Council website in 2018. In the reporting period, new features were introduced with a distinguishable identity for the HRC and its mechanisms. Moreover, the HRC media team developed a new logo, in all official UN languages, which has been applied to all HRC public materials and web-based platforms, including its social media accounts, outreach products, electronic e-mail signatures and business cards. In 2019, the HRC logo was included for the first time as a masthead on correspondence sent by the HRC Presidency. • In March 2018, the Office launched a branding exercise that continued to be developed throughout 2019. The branding company presented its results, proposed a strategy and worked with UN Human Rights to develop and launch the 2019 Human Rights Day campaign. It also presented a first draft of the new UN Human Rights brand book. • The multi-year Web Transformation Project, launched in 2018, aims to produce a new, user-friendly OHCHR.org website that leverages current technology and is effectively governed. In 2019, it focused on content revision, governance and procurement. The bulk of the content work involved auditing existing web pages and preparing reports that recommended what content to update, remove or migrate. • A strong emphasis was placed on the use of multimedia, visual storytelling through social videos, interactive Instagram stories and animated infographics. This improved the Office’s capacities to tell stories and convey its messages in different formats. UN Human Rights explored new ways of UN HUMAN RIGHTS REPORT 2019 75