Abstract:

The Canadian Museum for Human rights (CMHR) is the world?s first museum dedicated to human rights. As the CMHR celebrates its 10^th anniversary, it is partnering with Humanity, a brand transformation agency, to revitalise and refresh their brand. To better understand how Canadians think about human rights, RESEARCH STRATEGY GROUP was engaged to provide foundational research insights to help Humanity develop creative assets that will engage Canadians in the complex narratives and histories of human rights, both within Canada and globally, and inspire dialogue. Leveraging psychoanalytics and semiotics, the resulting easy-to-execute framework of empathy and empowerment can be clearly articulated by the museum with the themes of connective and defiant human rights.