75% of all media reports in Switzerland are about men. According to the Global Media Monitoring Project 2016, the global figure is as high as 82%. The goal of EqualVoice is to increase the visibility of women in the media, create more female role models and give women and men an equal voice.
Instead of promoting quotas, Ringier is using its journalistic and technological influence to advocate gender equality. Using a semantic algorithm developed in-house, the EqualVoice factor measures the visibility of women in articles published by Ringier and Ringier Axel Springer Switzerland. The EqualVoice factor comprises two objective indicators: the «Teaser Score», which evaluates the visibility of women in images, headlines and titles, and the «Body Score», which shows how often women and men are mentioned in an article’s text.
A Group-wide EqualVoice Experts List was created last year as a search tool for use by all journalists at Ringier and Ringier Axel Springer Switzerland.
An EqualVoice magazine will also be launched this year, and a Switzerland-wide photo challenge will contribute to breaking down stereotypes by depicting the reality of our life in Switzerland – which is a great deal more colourful and diverse than it seems when seen through the eyes of media. What you can see, you can be – which is why we need both male and female role models.
The prestigious Advisory Board is made up of David Allemann (CEO and co-founder of On), Pascale Baeriswyl (diplomat and Head of the Permanent Mission of Switzerland to the United Nations), Yann Borgstedt (entrepreneur and founder of the Womanity Foundation), Nicole Burth (Head of Communication Services at Swiss Post), Regula Bührer Fecker (advertising executive and co-founder of Rod Kommunikation), Ingrid Deltenre (media manager), Tanja Grandits («Chef of the Year 2020»), Dr Sabine Keller-Busse (President Personal and Corporate Banking at UBS and President UBS Switzerland), Carolina Müller-Möhl (President of the Müller-Möhl Foundation), Simona Scarpaleggia (Global CEO of EDGE Strategy), Franziska Tschudi Sauber (CEO of Weidmann Holding AG) Christiane zu Salm (media entrepreneur and advisor) and Petra Ehmann (Global Lead for Product Partnerships of Innovation Technology Augmented Reality at Google Switzerland).
«EqualVoice is an excellent journalistic opportunity to discover new and exciting people. Join us!»
The evaluations and key indicators of the EqualVoice factor are communicated on a regular basis.
«We are delighted to see how EqualVoice is put into practice in our editorial offices, and that the visibility of women in the publications has improved. We will continue to work on driving our EqualVoice initiative forward.» says Annabella Bassler, CFO of Ringier and creator of the EqualVoice initiative.
The visibility of women in publications from Ringier and Ringier Axel Springer Switzerland is improving – in 2020, Handelszeitung saw the proportion of women mentioned in reporting increase from 17% to 24%.
Outlook for 2021:
EqualVoice is on a growth trajectory. The media reflects reality. Only when we live in a society in which equality is the order of the day can this be reflected in the media. This is why we want to use the power of the media to promote equal voices throughout society. But we cannot do this alone. It takes each and every one of us – whether in politics, business or society.
EqualVoice factor as a service:
The EqualVoice factor, the semantic algorithm we created in-house, has been developed further in recent months. Ringier now also offers analysis of the EqualVoice factor as a service for other media companies and corporate communications.
The EqualVoice movement starts:
Make diversity a reality
The EqualVoice power bar:
Michelin-starred chef and Advisory Board member Tanja Grandits will be producing the EqualVoice power bar from 8 March to mark the launch of our EqualVoice movement. For every EqualVoice power bar sold, CHF 1 will be donated to the «Tischlein deck dich» charity.
EqualVoice – More to come
We will report here at regular intervals on how we are pushing forward with the movement in business, politics and society. Would you like to be a part of the process? Then get in touch with us at firstname.lastname@example.org
EqualVoice – Let’s hear every voice.