To achieve an acceptable level of understanding of a gender perspective in media.
To change the outlook towards women in media by promoting a neutral, unbiased and balanced attitude.
To identify the gender bias among the media persons that hinders effective handling of various social, economic, health and political issues.
To train the media persons in gender sensitization and awareness through advocacy that leads to action.
To investigate through media monitoring and analyses the causes and the extent to which the media submits to the use of derogatory or offensive language while reporting on women.
To advocate for voluntary adoption and implementation of Code of Ethics for Gender-sensitive media in media houses across Pakistan
Uks mission statement is in-line with and endorses the
following legal instruments