‘I learned a lot about the younger generation of journalists and activists, using Tamara's website’s fresh new approach and format to attract Zoomers and Millennials. My mentees challenge me in many ways, so I tried to be the best possible opener of some new doors in their lives’. - Marina Riđić, Mentor
Life cycle
2020-2023
Country/Region
Western Balkans
Client/Partner
British Council; Conflict, Stability and Security Fund - UK Government
Vision
To contribute to greater gender equality in the Western Balkans through the programme’s actions and interventions.
Situation
Based on an early project literature review of primary and secondary research into gender and media, it became evident that there is a gender gap in news reporting around the world.
Women in the media should be invited to express their views as experts, active members of society and as members of the audience. Gender inequalities affect women and minorities and have a negative impact on the media`s capacity for change and growth.
Implementation
In the Media for All programme, journalists and editors engage in discussions and peer-to-peer learning on gender equality, equity, work parity, representation and the safety of men and women in the field. They then share the knowledge, tools, and skills needed for addressing these gender inequalities.
The first programme of its kind in the region, the mentors offered advice on any challenges but also shared their knowledge, experience and networks to support their mentee. This provided an opportunity to learn, ask questions and experience different points of view. The mentees participated in workshops and consultations to exchange their experiences, reflect on the mentoring process and to network with each other.
Impact
Media for All project has fostered transformative changes at the individual (micro), media outlet (meso), and sectoral (macro) levels, empowering women journalists, enhancing media content, and advancing gender-sensitive practices within the media landscape.
Individual (micro) level:
The project trained 1,100 women and mentored 482 journalists, boosting their skills and confidence in gender-sensitive reporting and safety. 100% of mentees reported improved self-confidence and applied new skills in their work.
Media outlet (meso) level:
13 media outlets developed gender equality codes or guidelines. Over 700 gender-focused journalistic pieces were produced.
Sectoral (macro) level:
The project also fostered networks for women journalists across 4 countries. 80% of participants reported feeling more empowered to address violence and discrimination in the media.
Mutual benefit
By paving the way for mentoring and regional networking and exchange for women in media in the Western Balkans for the first time, the UK Government has the opportunity to stand out from the donor community as the leader in making a difference in this important area. We hope to potentially inspire and bring others along to join the transformative approach to programming.