The EqualVoice Mindset

So that gender equality doesn't go unnoticed



In Switzerland, 72% of media coverage focuses on men. Globally, this figure rises to 82%, according to the Global Media Monitoring Project 2021. The aim of EqualVoice is to increase the visibility of women, create more female role models and give women and men an equal voice. In 2019, the media company Ringier launched the EqualVoice initiative in Zurich. Today, EqualVoice and its partners reach millions of users and its technology is used across Europe.



This book tells the story of a movement that has become a benchmark for greater diversity: What milestones has it reached? What setbacks has it faced? How did the heated internal debates unfold? And what lessons can be learned — for the media industry and for other companies and movements?



Dr Annabella Bassler has been the CFO of Ringier AG since 2012 and has undergone various stages in the finance sector since 2007. In addition to her responsibility for

Ringier's activities in Romania, she drove the digital transformation of the group and

initiated the EqualVoice initiative to promote the equality of women and men in media

coverage. Bassler completed her business studies at the European Business School

and previously worked in various finance positions at Hamburg Süd, the shipping company of the Oetker Group in Hamburg.Stefan Mair is a journalist and podcast host. He completed his training at the

Axel-Springer-Akademie in Berlin and studied journalism in Vienna and Istanbul. He reported as a freelance correspondent for the Italian broadcaster RAI. Mair has been working for several years as the Head of Department for the Handelszeitung in Zurich, and since 2022 also as a weekly editor. He is the moderator of the start-up podcast "Upbeat". He supports newsrooms in several countries in implementing EqualVoice in their editorial routine.