Potential with
new intent.
Your Potential
New Intent is a human rights organisation dedicated to advancing the principles enshrined in the Universal Declaration of Human Rights (UDHR) by empowering organizations in the events, hospitality, and cultural sectors to be catalysts for global change.
At new intent, we believe that every event—whether a conference, congress, cultural gathering, or meeting—can serve as a powerful platform for advocating human rights, diversity, equity, and inclusion (DEI). We collaborate closely with event organisers, cultural institutions, venues, hotels, and destination organizations to embed these values into every aspect of their work. Our mission is to ensure that these events not only drive success but also stand as compelling advocates for human rights, addressing global challenges such as the refugee crisis, inequality, and the fight for universal healthcare.
We partner with destination organisations to promote cities and regions as champions of DEI and human rights, positioning them as leaders in the global effort to create a more just and inclusive world. By aligning event and cultural strategies with the core principles of the UDHR, we help transform business and cultural gatherings into movements that inspire change, fostering a deep commitment to social justice, cultural understanding, and climate action.
New Intent is dedicated to creating transformational engagement campaigns that not only highlight your organisation’s dedication to these causes but also drive tangible action. Our approach is rooted in the belief that events and cultural experiences can do more than bring people together—they can serve as powerful tools to advocate for human dignity, address the refugee crisis, and build a fairer world for the next generation.
By working with us, you’re not just hosting or organising an event; you’re contributing to a global movement that upholds the fundamental rights and dignity of every human being.
Meet our Founder
Rory Archibald is deeply committed to the belief that both organisations and individuals hold the power to make our world a better place.
With an 18-year career in the business events industry, Rory has developed a strong passion for mobilising people to create meaningful change. His work focuses on bridging the gap between corporate strategies and societal impact, turning business objectives into contributions that advance human rights and promote a more just and equitable world.
Under Rory's leadership, new intent embodies the belief that we all have both a duty and an opportunity to lead global discussions and drive real change. His approach goes beyond traditional business goals, challenging us to see ourselves as catalysts for societal transformation. new intent aims to inspire individuals and organisations to recognise and embrace the potential of their actions in shaping a brighter, more inclusive future.
Rory’s focus is not just on organising events but on creating platforms for advocacy, dialogue, and change. Through new intent, he ensures that every initiative contributes to the global movement for human rights, encouraging us all to take part in making a positive difference in the world.
