Client diaries: lawyers seeking justice in South Asia

In January 2015, iProbono appointed us to manage their communications strategy for it’s global activities. Our client is a non-profit organization which connects NGOs in need of legal assistance with lawyers who want to use their legal skills for the public good. The team also have a reputable set of lawyers representing human rights cases across South Asia to provide justice for those in need.

We have been responsible for identifying editorial opportunities and sharing stories with the media to drive press coverage. We have worked closely with the London based charity’s teams in India, Bangladesh, and Pakistan in order to devise appropriate communication strategies to gain coverage on iProbono’s activities and the sensitive cases the organization often deals with – for example, the case of a young Indian boy who was sexual abused. We were able to acquire coverage abut the inequalities facing male victims of abuse.

We have had success in placing stories in reputable national publications – including pieces in the Hindustan Times, Times of India, and Indian Express and we kept on top of topical news stories relevant to the countries iProbono works in – such as the ban by the Indian government of the documentary ‘India’s daughter’ and the controversy surrounding Greenpeace working in the country.

Over twelve months we developed a robust social media strategy, tweeting topical and original content daily, and posting appropriate material on Facebook which attracted hundreds of new followers and reach and we interacted with influential journalists and media professionals, including reporters from the Washington Post, BBC, NDTV, to name a few.

© iProbono / Flickr

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