Outcome 3: Women Shifting Media Narrative
Encouraging Reporters to InterviewHER
Despite the central roles women play in driving peace, dominant narratives on peace and security continue to position women as victims and exclude their voices. Men are significantly more visible as experts in news stories than women. The Global Media Monitoring Project reports that only 24% of experts featured in the media worldwide are women, highlighting the consistent underrepresentation of women’s perspectives in mainstream narratives. InterviewHer was created in 2019 to address this gap. It is a tool which connects journalists with women experts on human rights, peace, security, gender-based violence, and many other topics globally. This platform ensures that women’s voices are heard and their expertise is made accessible in critical conversations.
In early 2024, several technical issues were identified on the InterviewHer site, prompting a decision to hire a developer to improve its functionality. The site was temporarily closed for maintenance in August 2024 to enhance the user experience, address technical problems, and modernize its visual design. Although no new experts were added during this period, the site had already achieved significant engagement, with 17,000 pageviews in the first seven months of the year—just shy of its 2023 total of 23,000. Based on these growth trends, we projected that the site would have reached at least 27,000 views by the end of 2024. With its updated features, we expect continued growth in site traffic and use in the coming year, further amplifying women’s voices in media and global discussions.
Amplifying Our Voice
In 2024, NWI utilized its own communication channels to amplify the voices of women activists, ensuring that their messages reached a global audience. By sharing 958 social media posts across various platforms, NWI generated nearly 700,000 impressions with an engagement rate of 5.08%, far exceeding the global average of 1-3.5%. This high level of engagement reflects the strength of NWI's ability to connect directly with its audience, making space for women’s voices to be heard in conversations around peace, security, and human rights. Additionally, for the first time, NWI experimented with paid social media ads to support the recruitment for the Sister-to-Sister young feminist leadership program. This campaign reached almost 1.8 million people in target countries, further amplifying the voices of young women leaders.
Beyond social media, NWI also published 27 articles and statements on its website, which garnered over 100,000 pageviews. A paid social media campaign seeking applicants for the Sister-to-Sister program drove an additional 27,000 pageviews, contributing to a 100% increase in website traffic over the past year. By focusing on owned media channels like social media and the website, NWI has the freedom to share its messages directly with supporters, without reliance on external media placement. This autonomy strengthens the organization's connection with its audience, builds trust, and ensures that NWI’s priorities are consistently communicated. Through these channels, NWI is able to expand its reach, advocate more effectively for women’s rights, and raise awareness for the vital work of local peacebuilders.
Strengthening Voices of Resistance
Developing strong communications and media skills is essential for activists to amplify their impact and ensure their voices are heard in global conversations. In 2024, NWI focused on enhancing the communications capacities of local organizations to strengthen their advocacy efforts. We organized tailored training sessions for key partners, including the Syrian Female Journalists Network (SFJN), where award-winning journalist Nazeeha Saeed led a session on media visibility, proactive media work, and pitching techniques. Despite the challenges in Syria, participants reported increased use of social media and multimedia tools. Similarly, Peace Track Initiative in Yemen benefited from a training on effective communication, focusing on active listening and overcoming communication barriers, which helped diversify their outreach, especially on social media.
In Guatemala City, NWI hosted a workshop for 18 participants from organizations across Honduras, Guatemala, and Mexico, focused on developing communication strategies for broader reach. Six months after the workshop, 80% of participants reported improvements in their communication strategies, and 90% observed expanded audience engagement. Additionally, the Sister-to-Sister program included social media training, with 75% of participants expressing increased confidence in using social media for activism. Through these initiatives, NWI continues to support local organizations in building the communication skills necessary to drive their advocacy, strengthen resilience, and enhance the global resistance of women's movements.
Media training in Guatemala, hosted by the Nobel Women's Initiative.
Bringing Untold Stories to Light
In 2024, NWI commissioned two documentaries. In Tapestries of Light, Life and Community in Guatemala, award-winning feminist filmmaker, Paula Recinos, weaves together Guatemalan feminist activism, art and inspiration through the voices of six brave women. This film shines a light on a few of the activists we met - Milvia, Magda, Virginia, Jimena, Francis and Maya- whose courage, wisdom and the power of their community ensures indigenous weavers, artists, prosecutors, and grandmother midwives' knowledge and creativity continues to source hope at a time of political change and opportunity in Guatemala. The film was launched in autumn 2024, and has already been screened in numerous places.
At the end of 2024 NWI also commissioned award-winning filmmaker Mariam Shahin to create a documentary highlight the complex realities, challenges, and, above all, the resilience and agency of Palestinian women. Often misrepresented in mainstream media, Palestinian women are predominantly shown as victims, their strength and resistance overshadowed by narratives of oppression. This documentary aims to challenge these simplistic perceptions by featuring women from Gaza, the West Bank, and Palestinian women in exile. Through their stories, the film will showcase the everyday acts of defiance, resistance, and perseverance that Palestinian women embody as they navigate the dual struggles of Israeli occupation and patriarchal norms within their own communities. Set to be completed in May 2025, the film will serve as an important tool in shifting global perspectives, emphasizing the strength and resistance of Palestinian women who continue to fight for a better future.
