Reaching the people who matter, through the people they trust.
Existing and emerging privacy, security infrastructure and applications often address real problems for human rights defenders, journalists, activists, and the civil society organisations that support them. But strong technology is rarely adopted on its merits alone. In these communities, trust matters more than reach, and it is built through the people already relied on for guidance, not through the reach of a campaign.
We gauge how much appetite there is for a given tool, and how hard building awareness and adoption is likely to be. We look at the fit with real community needs, the level of interest among trainers and advocates, and the practical barriers to uptake. The result is a clear, early read on whether to proceed, and where to focus effort.
Where a project decides to proceed, we identify and engage the right people first, then let adoption follow the way trust actually travels: from leaders and advocates, to digital security trainers, to the communities who become confident, informed users.
Stakeholders and funders want adoption that is credible and durable, not just visible. By building trust through the right people, in the right order, projects can demonstrate real traction with the communities they are meant to serve.