In 2007, Rozan launched its initiative of engaging with media. Named as Munsalik, this project sensitizes media on gender.

Aims and Objectives:

Media has been termed as the fourth pillar of democracy because of the critical role it plays in shaping the life of a society and state. Media shapes public opinion and attitudes, influences public policy through the news agenda, reinforces or challenges gender, racial and other stereotypes and norms and serves as the channel through which the public communicates to policy makers and vice versa.

The electronic and print media has progressed and expanded rapidly in Pakistan, reaching wider audiences and different socio-economic classes. The common person who not so long ago used to have a few newspapers and a state-run TV at his or her disposal, is now flooded with innumerable TV channels and newspapers. This expansion of media requires representatives to be responsible, aware and sensitive, who by taking decisions related to the content and structure of the news and programs ultimately influence masses on major issues of the society.

Violence against women (VAW) is one such serious issue. According to the Human Development in South Asia Report 2000, domestic violence occurs in every third household in Pakistan and almost 80% of women are subject to some form of domestic violence in their lives. The acceptance of patriarchal norms in Pakistan sweeps many gender-based issues like VAW under the carpet. Such beliefs assign secondary status to powerless segments of society, especially women.

Open media policies mean there is now an opportunity to use this powerful tool to enlighten the public on gender issues. Rozan plans to utilize the media's power to tackle social crimes, such as Violence Against Women, by involving journalists as advocates for change.

The Munsalik (Project Details)

Munsalik is a three-year project, which operates through the following strategies:

Gender-sensitisation training to social-issues journalists:

Gender sensitization and training are essential aspects of all Rozan's work. In its media initiative, Rozan targets social and crime reporters, particularly from Urdu daily newspapers, for gender sensitization workshops followed by refreshers. Workshops and refreshers on these issues take place in six districts of Pakistan.

Gender-sensitisation training with future journalists:

Working with young people is one of Rozan's priorities. Rozan therefore targets not only established journalists, but also students of mass communications and journalism. To highlight the importance of advocating on social issues, Rozan conducts interactive seminars with upcoming journalists.

Gender-sensitisation of media houses and TV channels:

In addition to working with individuals, Rozan always feels that it is essential to build the capacity of institutions to achieve long-term change. In light of this, the Media initiative aims to work with media houses and TV channels.

Publication of a newsletter:

Munsalik's prints an annual newsletter, which keeps contact between the journalists reached out in the program and also provides a platform for recognizing achievements, sharing initiatives, and encouraging alternative communications.

Media monitoring:

This activity is designed to lay out the objectives of the project. Additionally, it will help in conducting research on gender imbalance and disseminating it among people.

Annual national seminar:

Rozan will also organize a two-day annual seminar as part of this initiative.  Day one is an experience-sharing forum for everyone who has taken part in the Media initiative involving students, selected crime and social reporters as well as media house/TC channel being trained. Day two is a capacity-building workshop on life skills (stress management/burn-out) as requested by the media.  The annual seminar also includes an award ceremony for the most gender-sensitive reporter.

Consultation with key players:

Understanding the importance of carrying out the project jointly with other organizations and individuals, Rozan consulted reputed people associated with media and/or gender rights. They include representatives of media, press clubs, and civil society. A specific eight-member technical committee, comprising of senior media and NGO professionals supports this initiative in program conceptualisation and implementation.

Technical Committee members:

1.       Mr. Ghazi Salahuddin - Editorial Director, Geo TV

2.       Dr. Ambreen Ahmad - Program Advisor, Rozan

3.       Mr. Naeem Mirza - Director, Aurat Foundation

4.       Ms. Tasneem Ahmar - Director, Uks

5.       Mr. Harris Khalique - Chief Executive Officer, SPO

6.       Ms. Marina Khan - actor and host

7.       Mr. Absar Alam - Bureau Chief, Geo TV

8.       Ms. Narjis Zaidi - Senior Reporter, The News.