PRO-INFO's work is organized into three subpurposes.
Subpurpose 1: Amplify diverse media actors that promote democracy
Creative Catalyst Fellowship engages 10 creatives that work through a variety of mediums — painting, sculpture, theater, poetry, music, journalism, advertising, and expository writing — to tackle a societal issue that demands public attention.
CitizensConnect uses the power of mobile journalism to reach into unexplored corners of Sri Lanka, enabling viewers to know and experience the achievements of their fellow citizens in an intimate, immediate way. CitizensConnect mobile journalists reach over six million citizens per month with their original content, establishing a new model for locally-relevant content production in Sri Lanka.
Gender Equality in the Media (GEM) advocates for greater equality for women and minorities in the media world by working with media outlets to improve their gender policies and provide more opportunities for women and minorities. GEM provides training in gender-sensitive reporting and provides production grants to media outlets with a proposal for gender-focused content. GEM also publishes a weekly Bulletin that discusses sensitive and often taboo subjects, such as period poverty, female genital mutilation, domestic violence, and others.
Advocacy on media freedom: IREX has spent the past seven years working with media advocacy organizations in Sri Lanka, building their institutional capacity and helping them design effective advocacy campaigns. In the process, it has developed an Advocacy Index that assesses strengths and weaknesses with an organization, as well as a Toolkit to help address any shortcomings. PRO-INFO concentrates its efforts on monitoring and mobilization by retaining close ties to advocacy organizations and producing a quarterly report on the status of free expression in Sri Lanka, tracking implementation of the Online Safety Act, the Broadcast Authority Bill, and any other potentially restrictive measures that may be proposed by the new government.
Digital Security for media: PRO-INFO is launching a Digital Security School with a network of trainers and specialists on digital security who help media outlets, independent journalists and content creators keep themselves safe online. The school is operated by local partner DreamSpace Academy, with technical assistance from consortium partner eQualitie.
Subpurpose 2: Increase media literacy among citizens to counter and reject information disorders
Media Literacy: PRO-INFO delivers an expansive, multi-pronged program designed to help the citizens of Sri Lanka build resilience to harmful or manipulative content. Based on IREX’s Learn to Discern curriculum, PRO-INFO conducts webinars and workshops across the island, working through local partners to reach 6000 citizens annually. The team is constantly adapting the curriculum to meet the changing situation in Sri Lanka as well as to reflect recent advances in the study and practice of media literacy training. PRO-INFO works with local its partner, Sri Lanka Press Institute (SLPI), to incorporate media literacy into the formal education curriculum, delivering training to school students. IREX is also supporting SLPI to increase and upskill its team of trainers and promote gender-sensitive methods of engaging educators, parents, and other caregivers.
Bool-Lanthaya: In order to help Sri Lankan citizens navigate the rough waters of the election campaign period, PRO-INFO launched a social media campaign featuring “Bool-lanthaya” (“Land of Furry Animals”) a mythical place that happens to be going through an election. Since August 26, 2024, these posts have been published twice weekly on the Learn to Discern Facebook and Instagram pages, delivering content in English, Sinhala, and Tamil. Covering essential topics such as election propaganda, the preferential voting system, campaign financing guidelines, proportional representation system, the posts are geared toward equipping citizens with critical thinking skills ahead of the Presidential and Parliamentary elections in 2024.
Subpurpose 3: Strengthening sustainability of independent journalism
MediaInc.: Designed to help Sri Lanka’s media become stronger and more independent, MediaInc. Uses a graduated approach to development. The Incubator model helps nurture fledgling startups to become more than just an idea; the Accelerator takes these startups to the verge of mainstream legitimacy. Growth Lab works with more established outlets to improve their financial sustainability and upgrade their content. The result is a more vibrant and diverse media ecosystem. MediaInc. has been highly successful in bringing fresh new voices to the media space. By challenging the mainstream media institutions, many of whom are politically or economically compromised, these new outlets can "positively disrupt” the old order in a way that benefits everyone, most of all the information consumer.
Media Salons: PRO-INFO organizes quarterly media salons as a valuable resource for journalists confronted with difficult or unexpected circumstances, a safe space to discuss issues, ask questions, and share experiences. The topics reflect the current situation, and may revolve around local and Parliamentary elections, economic recovery, emerging media trends such as the use of AI, combatting disinformation, ethics issues, gender considerations, etc.
Explainers: IREX began its series of explainers in response to the turbulent changes in Sri Lanka’s political and economic landscape in the runup to the Aragalaya movement of 2022. The bite-sized posts, written in plain, easily accessible language and illustrated with colorful, eye-catching graphics, helped citizens navigate the stark new realities of soaring inflation, severe shortages, and rapid political shifts. The explainers are posted in three languages — Sinhala, Tamil, and English — providing expository material to parts of the country that are often ignored.
