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What is the appropriate remedy for gender violence? Prior scholarship has examined government policy but neglected public opinion. In particular, previous research has not evaluated the public's sensitivity to effectiveness and human rights arguments made by human rights non-governmental organizations (HROs). To answer this question, we leverage a survey experiment on capital punishment for the crime of rape in India. While the death penalty is conventionally regarded as an ineffective deterrent and inconsistent with international human rights principles, it is used in many countries around the world to punish serious crimes like rape. We expect that individuals who are presented with effectiveness and human rights arguments will be less likely to support the death penalty as a punishment for rape and more likely to support alternatives like imprisonment and victim compensation. Our results are important because they indicate the extent to which HROs can sway the public toward effective, human rights-compatible policies.