ICCPR Review Screening:
Advocacy Through Film and Print
My Role: Designer,
Communications Lead & Project
Manager

As part of our advocacy efforts at Justice Project Pakistan, we organized a screening event around the ICCPR Review to highlight Pakistan’s human rights commitments and the gaps that remain.

The event, hosted in collaboration with the German Cultural Center, was a strategic moment in our broader campaign to push for tangible reforms in Pakistan’s criminal justice system.

Social Media Strategy for the ICCPR Review Screening Campaign

Pre-Event Social Media Strategy for the ICCPR Review Screening
Save the Date & Pre-Event Awareness

Before the ICCPR Review Screening, I designed a series of pre-event social media posts to build momentum and ensure the right audience was engaged. The “Save the Date” post was central to this strategy, acting as a clear, visually structured announcement that outlined the event’s date, time, and location while reinforcing the partnership with the German Cultural Center (Annemarie-Schimmel-Haus).

Why Post About ICCPR Before the Event?
Given the complexity of Pakistan’s ICCPR commitments and human rights issues, I wanted to ensure that our audience had context before walking into the screening. These posts served multiple purposes:

- Framing the Conversation: Explaining what the ICCPR is and why it matters, so attendees could engage with the content more meaningfully.

- Audience Targeting: By highlighting key issues—such as prison conditions, torture, and arbitrary detention—we reached legal professionals, activists, and policymakers invested in justice reform.

- Driving Participation: The posts emphasized the event’s role in raising awareness, sparking conversations, and fostering collaborations between key stakeholders.

This pre-screening content was designed to educate, build anticipation, and ensure that the event was not just attended but actively participated in

For the ICCPR Review Screening campaign, I developed a social media strategy that focused on amplifying key takeaways from the event while ensuring engagement from a wider audience beyond the in-person screening.

Post-Screening Approach

Instead of pushing out content before the event, I deliberately chose to wait until after the screening to assess audience reactions, take notes, and refine the messaging. This approach ensured that the campaign reflected the most impactful discussions and insights from the event rather than a pre-set narrative.

Design Strategy:

- The posts featured a minimalist layout with a structured hierarchy, making them easy to read and share.
- The use of large, numbered headings emphasized the sequential nature of the information, encouraging users to engage with the full series.
- A muted color palette with UN-inspired branding reinforced the credibility of the content.
- Messaging & Engagement:
- The text was kept concise yet informative, striking a balance between accessibility and depth.
- I incorporated calls to action, prompting users to share their thoughts, ask questions, and amplify the findings.
- The posts were strategically scheduled to sustain engagement over several days rather than being released all at once, allowing time for discussion on each topic.

The ICCPR Review Booklet:

A Vital Reference for Legal and Policy Reform
The final phase of this campaign was the development of a comprehensive booklet compiling all ICCPR (International Covenant on Civil and Political Rights) reviews from Pakistan’s first submission to the most recent proceedings. This booklet serves as a crucial reference for lawyers, civil society organizations (CSOs), and government officials, ensuring that they have easy access to a historical record of Pakistan’s commitments, responses, and evaluations related to civil and political rights.

By consolidating these documents, this publication aims to bridge the gap between legal frameworks and their implementation, offering stakeholders a structured, accessible resource for advocacy, legal defense, and policy reform. Given the often fragmented availability of these reviews, this booklet helps build institutional memory and strengthens evidence-based advocacy efforts.

Media Coverage & Public Discourse

The ICCPR Review Screening generated significant media coverage, reinforcing the event’s impact on public discourse and policy conversations. Major publications such as Dawn and the Associated Press of Pakistan (APP) highlighted key discussions from the event, particularly regarding Pakistan’s commitments under the ICCPR, gaps in implementation, and urgent human rights concerns.

Metrics & Engagement Analysis for the ICCPR Review Campaign

The ICCPR Review campaign successfully leveraged social media to maximize engagement, reach, and audience interaction, with a strong performance across multiple posts. The strategy combined pre-event awareness-building, real-time audience engagement, and post-event reflections, leading to high viewership and interaction rates.

What These Metrics Indicate

The data confirms that the campaign was highly effective in audience education, engagement, and advocacy mobilization. The high save and share rates demonstrate that the content was not only consumed but also circulated among relevant networks. The increase in profile visits and follows indicates successful audience expansion, while the consistent external link clicks show active participation beyond social media.

By strategically combining event promotions, educational posts, and follow-up content, the campaign was able to extend the conversation on ICCPR and justice reform beyond the screening itself, ensuring that these critical issues continued to gain visibility and engagement.