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UNESCOs appeal for gender equality in the media as in all other spheres is part of its mandate to promote genuine democracy and diversity in society and in media organizations in particular. Women make the news is a policy advocacy initiative launched annually in commemoration of the International Womens Day March 8. It is part of UNESCOs strategy to promote gender equality and womens empowerment in and through media. A UNESCO media researcher, Margaret Gallagher, wrote in 1995: As long as women and men are not given the possibility to work together on an equal basis, sharing the same rights and the same responsibilities, there is a democratic deficit in our societies. Women Make the News aims to emphasize that the issue of gender equality must remain at the forefront of each societys agenda and the international community until gender balance is achieved at every level in the workplace. The initiative has two goals: to promote gender equality in media operations, at all levels of their organizational structure; and to ensure equality in news reporting on men and women. Annually, UNESCO and its partners invite print and broadcast media, as well as NGOs working in the field of gender and media, to debate a particular theme, to share their features, articles, interviews, and TV and radio programmes dedicated to the years theme. Editors-in-chief of newspapers, radio, television, both online and offline, are also invited to join UNESCOs initiative by producing special programmes on this topic and entrusting women journalists with editorial responsibility for the newsroom on International Womens Day or over the duration of the WMN campaign. By encouraging a globally diverse range of print, radio, television and electronic media to entrust their women journalists with editorial responsibility on International Womens Day, Women Make the News draws attention to UNESCOs specific objectives concerning womens participation in media. These objectives have been shaped by the Fourth World Conference on Women in Beijing in 1995. As the UNESCO Director-General notes, The Beijing Declaration and Platform for Action is a reference for assessing progress towards equal rights and opportunities in all spheres [including in media] and identifying the significant challenges that still remain. The battle for gender equality is far from won Women Make the News encourages a renewed emphasis on the importance of having a balanced and fair representation of both women and men in the media, as well as diversity of voices and opinions, in order for the media to fulfill their democratic responsibility. The WMN initiative offers an opportunity for media audiences to appreciate the high quality journalism that women offer.
Finally this policy advocacy initiative is usually linked to ongoing concrete actions undertaken by UNESCO to help its media partners and Member States address gender equality in and through media. Therefore, Women Make the News is also a way for UNESCO to consult with key stakeholders in order to ensure that its strategy is evidence-based before implementation. Preparation of Gender-Sensitive Indicators for Media is an example of such actions.