Mission + Metrics

A/B is the production partner for Mission & Metrics, a convening of a rarely-connected group of thinkers and practitioners deeply invested in understanding how we should measure the impact of social change communications. Hosted by Human Rights Watch & Columbia University Data Institute and sponsored by Open Society Foundation, Mission & Metrics is the first step to build a new community of practice rooted in the science of social change communications and measurement. Leading field experts - academics, funders, NGOs, advocacy organizations, entrepreneurs, and creatives - will be exposed to and in conversation with one another on the newest research on populism and persuasion, insights on how to build up the impact of communications, and frameworks to evaluate investment in communications.

Animated Immigration Explorer

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 like immigration 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 narrative to life, we implemented a content strategy focused on new video tactics for HRW being tested across a targeted set of audiences.