'Mission Possible': A Gender and Media Advocacy Toolkit

An initiative of the World Association for Christian Communication (WACC), this toolkit seeks to de-mystify 'gender and media' advocacy. Its 11 modules are designed to illustrate, through concrete steps, case studies, pointers, and information, that we can all take action to change negative gender representation and stereotypical portrayals in and through the media. It is intended primarily for WACC's constituencies and partner organisations engaged in some form of media activism, as well as those organisations and individuals who participated in the Global Media Monitoring Project (GMMP) in February 2005 (for details, click here). The toolkit is also geared toward groups and media organisations (such as media councils, editors' forums, journalists' unions, and media women's associations) working (or wishing to begin working) with the media on gender and media issues.

The modular version of the toolkit is designed to be flexible so that both trainers and trainees can select and use different modules depending on the needs of each advocacy group. The toolkit's 11 modules cover both conceptual issues on gender and media advocacy and practical steps, tools, and strategies that may be useful in gender and media advocacy. Modules 1- 4 build an understanding of what gender and media advocacy is and what the key issues are. These modules: look at why the media should be a focus of gender and feminist activism; discuss the various audiences key to achieve change; and highlight the key issues for gender and media advocacy using the findings of the GMMP2005. Modules 5 -10 provide the "how-to" in building gender and media advocacy campaigns. These modules outline the steps to developing campaigns and give tips and insights on how to engage with and work with the media. Module 11 is a glossary of key terms used in the first 10 modules, and a summary of the key pointers and issues covered there. Information boxes, case studies, and discussion points are provided within the various modules. WACC suggests that users contextualise the activity discussion points to suit each local media environment.

Specifically, the modules are as follows:

Module 1: A new agenda for 'Who makes the news': Why focus on the media?

Module 2: Why should gender be an issue for the media? What is 'gender and media' advocacy?

Module 3: Who are the target audiences for 'gender and media' advocacy?

Module 4: Applying the results of GMMP 2005 to 'gender and media' advocacy

Module 5: How to gather evidence to support advocacy

Module 6: How to develop an advocacy campaign

Module 7: How to create the right message for the right audience

Module 8: How to transform the media through policy

Module 9: How to get the issue on the media's agenda

Module 10: How to monitor and evaluate advocacy work

Module 11: Definitions and pointers in gender and media advocacy