"A campaign to remind news media of their responsibility to uphold professional ethics on fair coverage, balance, accuracy and non-discrimination."
With an eye to ending news media sexism by 2020, the World Association for Christian Communication (WACC), the Global Media Monitoring Project (GMMP) Network, and other partners launched the End News Media Sexism campaign on Human Rights Day, December 10 2016. The campaign start date is meant to underline gender equality in the media as a human rights issue, challenging media outlets to take professional ethics for gender-fair practice seriously.
The campaign is using interactive online tools in the effort to encourage and assist national advocacy to change media policy and journalistic practice. The campaign aims to support and highlight intensive efforts in several countries with the hope that new evidence will emerge on strategies that work to bring about fair and equal representation of women and men in the news media.
The End News Media Sexism website offers various tools - some in French and/or Spanish - for audiences to gain a critical awareness of gender issues in media content and to engage with their local media. The tools available here include: a quiz on sexism in the media that one can then share on social media; a scorecard on which media is rated on their performance on key indicators of gender-sensitive reporting; an Instagram campaign to share good practices in real situations using the hashtag #endmediasexism; a solidarity bracelet; a letter-writing campaign to lobby policymakers for gender-fair, gender-balanced media; online puzzles and games; a gender and media advocacy training toolkit (see Mission Possible in Related Summaries, below); and other resources.
The campaign is informed by the results of media monitoring research by the GMMP network in 114 countries. Conducted over a 20-year period, the research found persistent severe disparity between news media portrayal and representation of women and men. On several key indicators of gender equality in the media, the research revealed that progress had either slowed down or ground to a halt.