The Values-Based Communications Toolbox

Communicate with impact

Download the toolbox below and use it with your team, partners and activists to design campaigns that are grounded in shared values – and that inspire people not only to care, but to act. For questions, support or feedback, please contact vbc@amnesty.nl.

The Values-Based Communications (VBC) Toolbox is a practical handbook for Amnesty International staff and partner organisations who want to communicate about human rights in a more strategic and impactful way. It brings together key concepts, tools, and examples in one place, offering a clear step-by-step approach to planning and delivering campaigns that connect with people’s values and lived realities.

The toolbox combines background theory with real-world case studies, exercises, and structured methods. It introduces values-based communication, audience segmentation, and personas, and offers tools for designing persuasive narratives, testing messages, and adapting global strategies to local contexts. From mapping shared values and developing campaign personas to framing messages, prototyping and testing, it is designed to help campaigners communicate more authentically and effectively in an increasingly polarised and fragmented information environment.

Whether you are planning a national campaign or refining a single message, this resource will support you in moving beyond preaching to the choir, engaging people and reigniting your own sense of purpose in human rights work.

Download the toolbox below and use it with your team, partners and activists to design campaigns that are grounded in shared values and that inspire people. For questions, support, or feedback, please contact vbc@amnesty.nl.