Diversity manifests in many ways: race, ethnicity, gender, physical abilities, sexual orientation, religious beliefs, income/wealth, educational background and so on. On the one hand, diversity can inspire creativity, social and economic progress, vibrant communities, and a richness of life. However, diversity also engenders suspicion, fear, discrimination, repression, and violent conflict. Tribal and ethnic based conflicts in most parts of Eastern Africa can be seen in the same light.

The challenge however lies in developing mechanisms that should work towards a journalism that is motivated by the need for more public understanding of social diversity. Responding to this need, the African Woman and Child Feature Service, an organization which in its history has dedicated great effort to the promotion of gender equality, by mainstreaming gender through the media, lobbying and advocating for a transformative framework that is favourable to women, has set up the M.D.C. whose primary focus is to work with media organizations, journalists, journalism educators, NGOs and governments to prevent and reconcile conflict, promote tolerance, promote democracy and stimulate balanced and non-partisan journalism.