Summary: Gregory L. Wellman partnered with the Human Rights Watch executive team to develop BeyondLWOP.org, a website and national public outreach initiative. The project brought strategy, messaging, and digital platform work together to support public education and advocacy at a national scale.
At a glance
- Client: Human Rights Watch
- Sector: International human rights nonprofit
- Role: Embedded executive consultant through Daedalus Strategies
- Deliverable: BeyondLWOP.org website and national outreach initiative
The challenge
National advocacy campaigns need a clear, credible digital home that explains a complex policy issue to the public, supports outreach partners, and gives the organization one place to direct attention and action.
What I did
- Worked directly with the Human Rights Watch executive team to define goals, audiences, and messaging for the initiative.
- Led development of BeyondLWOP.org as the digital hub for the national outreach effort.
- Aligned site structure and content with the organization’s public education and advocacy priorities.
- Coordinated strategy, content, and technology partners through launch.
Results
- Launched BeyondLWOP.org as the digital home of a national public outreach initiative.
- Gave Human Rights Watch a single platform for public education, partner outreach, and calls to action.
Work with Greg
Gregory L. Wellman is a Sacramento-based fractional CMO and COO and the principal of Daedalus Strategies. He embeds with public-sector, education, nonprofit, and mission-driven organizations to lead marketing, operations, and technology. To talk about your organization, email greg@daedalusstrtg.com or connect on LinkedIn.
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