Data as an Engine for Change – 50:50 Project Methodology
By Sarah Holmes
External Partners Manager, 50:50 Project
The 50:50 Project started in January 2017 on one BBC News television programme, Outside Source. Its presenter, Ros Atkins, had two goals. “I wanted better information on how we were doing on representing women and I wanted to embed this issue in our daily editorial processes. I realised that the two could go together. The data would be the engine for change.”
By embedding data monitoring into their daily processes, within four months Outside Source saw the numbers of women contributors – those the team could choose – go from under 40% to over 50%. The programme has been consistently on track ever since.
In April 2018, 500 BBC teams across all areas of content – from news to science, music, entertainment, and sports – participated in the 50:50 Project. In the month of April 2019, 74% of teams implementing the methodology for 12 months or more reached 50% women contributors. (See report)
The BBC’s 50:50 Project
Originated by BBC News programme, Outside Source, the 50:50 Project has helped hundreds of teams inside and outside the BBC reach gender parity in the sources they actively solicit for their stories.
So how does it work?
Teams self-monitor their content and use the resulting data to set benchmarks and monitor performance. The data is gathered as content is produced so it forms part of a team's regular editorial conversations. Teams share monthly data with the rest of the BBC in a spirit of positive competition and collaboration – this, in turn, increases engagement and motivation.
We measure the parts of BBC content that we control. In news, this means we do not count people who are central to the stories that we are covering on any given day. But we do count anyone who is helping us to report and analyse the news.
We’ve always been clear about one thing: this is not a quota system. The best contributor gets on air regardless of their gender. This is about diversifying our contacts to find excellent female and male contributors.
Miranda Holt, Assistant Editor for Live Political Programmes, says teams have quickly adapted their thinking.
50:50 Project Best Practices
Use data to inform editorial decision making
Count what you control
The best contributor is always chosen
Diversify your pool of contacts
"At the beginning, there was a concern we wouldn't cover the stories we wanted to if we couldn't find a female voice. Now output editors and producers don't question why at least half our guests should be women."
Source: BBC, Ros Atkins, Host of Outside Source and originator of the 50:50 Project
The methodology is flexible so it can be applied to all types of content, across every platform – including the BBC’s music programmes. 50:50 is also working to improve female representation in areas that are predominantly male dominated, such as sport. Helen Brown, Assistant Editor for TV Sports News, reflects on the impact: "We question our decisions more now, so as a result, we end up with more creative programmes that reflect our audience.”
The 50:50 team has built an internal database with over 1,000 female experts to support colleagues working towards 50% women, and organises Open Days inviting potential women contributors to BBC studios to increase their confidence.
The 50:50 Project is expanding beyond the BBC and has created a global network of companies from Australia, the US, South Africa, and Europe who are applying the 50:50 methodology within their organisations. Among those signed-up are the Financial Times, MSNBC, and ABC News Australia. Heikki Valkama, Head of Content at Yle News, Current Affairs and Sports in Finland, says:
“With 50:50, Yle has finally moved from hoping and trying to actually doing. It has given us concrete tools to monitor the gender ratio and inspiration which comes from being a part of what has now become a global effort.”
If you are interested in finding out how your organisation can become a 50:50 Partner, please get in touch at 5050project@bbc.co.uk
