Evaluation of the
Brave Campaign
the project.
JRNY Consulting partnered with Amnesty International UK to deliver a summative evaluation of the Brave Campaign — a nationwide human rights initiative focused on strengthening protection, recognition, connection, and capacity of Human Rights Defenders, particularly women and young activists. The campaign aimed to increase support for defenders at risk and inspire broader public engagement with human rights issues.
The evaluation used participatory learning approaches and qualitative analysis to understand the design, implementation, and outcomes of the campaign. Our methodology prioritised inclusivity, organisational reflection, and contextual understanding to surface insights about what has worked well and where future campaigns can deepen impact.
objectives.
The evaluation was structured to help Amnesty International UK:
Assess the extent to which the Brave Campaign achieved its intended aims, outcomes, and objectives.
Analyse how campaign strategies influenced systems of oppression and inequality, including the protection of Human Rights Defenders.
Examine the campaign’s design and implementation in terms of inclusivity and participation.
Support internal learning and actionable planning for future human rights advocacy.
why it matters.
The Brave Campaign played an important role in amplifying the voices and protection needs of Human Rights Defenders — people who challenge injustice in their communities and face threats, harassment, and risk because of their work. Evaluating this campaign helped Amnesty International UK understand the campaign’s influence on defenders’ safety, recognition, and connectedness, as well as how campaign design shaped participation and outcomes.
This evaluation reinforces the importance of equity-centred, participatory evaluation practices that foreground the experiences of defenders and support organisations to adapt campaign strategy in ways that enhance protection, participation, and public engagement with human rights issues.
what we delivered.
JRNY Consulting delivered a suite of practical, engaging, and learning-oriented deliverables to inform strategy and strengthen future campaign effectiveness:
Comprehensive Evaluation Report: A detailed analysis of campaign achievements, challenges, and areas for improvement, designed to support strategic reflection and organisational decision-making.
Short Animated Summary: A concise visual overview of key evaluation findings to support broader organisational uptake and communication.
Podcast Episodes: Engaging audio content discussing core themes, insights, and reflections from the evaluation.
Interactive Strategy Workshop: A facilitated session with Amnesty International UK teams to reflect on evaluation findings and co-create next steps to implement recommendations.
These deliverables were designed to be usable, accessible, and tailored to the needs of Amnesty International UK, helping the organisation translate learning into action and strengthen future human rights campaigns.
