HRW hired A/B Partners as an innovation hub to create, test and refine new messaging and content, aiming to learn how to better engage its current elite audience and reach new ones with stories focused on its values. We identified issues of relevance to both HRW’s work and trending debates in the country, which we then reframed as part of an overarching narrative anchored in core values. Bringing these issues and narratives to life, we implemented a content strategy focused on new video tactics for HRW being tested across a targeted set of audiences.