Helping journalists, producers and conference planners find the female guests, speakers and expert sources they need.


Our Mission

Informed Opinions amplifies women’s voices for a more democratic Canada.

Our Vision

We work to ensure diverse women’s perspectives and priorities are equitably reflected by and integrated into Canadian society.

Our Work and Context

We are a national, non-partisan, charitable feminist organization. We motivate and train women to make their ideas more accessible to a broader audience; support journalists in more equitably representing the public they serve; and conduct research to document the progress being made in Canada.

The news media set agendas, shape policies and impact spending. The voices they amplify wield outsize influence. And yet research finds that women’s voices make up less than a third of those being heard through Canada’s most influential news sources. That reflects a mere 7% shift in the past quarter century. Indigenous and racialized women, those living with a disability or identifying as other than straight and cis-gendered, women from minority religious groups, their views are even further marginalized.

The absence of diverse women’s experience-informed insights undermines democracy denies Canada access to the analysis and ideas of many of its best and brightest, and reduces our capacity to effectively address the social, economic and environmental challenges we face.

You can help. Join our database of women sources, sign up for the journalists’ mailing list, or donate.

Our History

Media Action (previously MediaWatch) is a national, non-profit charitable organization that has been using research and education to advocate for the improved portrayal and representation of women and girls in the media since 1980.

In 2010, former longtime president Shari Graydon founded Informed Opinions as a project of Media Action with the aim of bridging the gender gap in Canadian public discourse by 2025. Since 2010, Informed Opinions has helped amplify the voices of more than 2,500 women across Canada, supporting them in sharing their insights and analysis with a broader public.

In September 2019, Media Action was changed to the legal name Informed Opinions.