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Lindsey North joined the board of trustees in December 2021.

The role of media and communication in helping people access timely, reliable and in many cases, life-saving information has never been more important. Â鶹Éç Media Action, through its often ground breaking and innovative use of technologies, can reach people in words they understand, allowing them to access new thinking and ideas, to connect with each other, share opinions and access information which affects their lives.

Before joining the board of trustees, I acted as Company Secretary for Â鶹Éç Media Action and Director of Legal and Rights for the Â鶹Éç World Service Group. As such, I had responsibility for the legal and compliance of all aspects of the charity’ business. Over the years, both I and my Â鶹Éç team have been involved in some of the most rewarding and, at times, complex projects, from delivering maternal health services to communities without easy access to medical care in India, to setting up and supporting independent public service media in fledgling democracies.

Working in many cases with a number of donors, and using innovation in finding ways to deliver the information or services, is the aspect of much of Â鶹Éç Media Action’s work which has been the most rewarding and challenging. I recall spending many months working to get mobile operators in India to reduce their charging tariffs and to use untried software to deliver the content, as this was the only way we could reach the communities most in need. The result was extraordinary and it is one of the projects I am most proud of, because it was so creative, so inventive and so cooperative. To see this project, more than five years later, used as a blueprint by India's government for providing maternal services to remote or underserved communities, is a testimony to the skill, professionalism and dedication of Â鶹Éç Media Action’s staff.

I left the Â鶹Éç in November 2021 but was delighted to be asked to become a trustee and to remain on the Finance and Audit Committee. I believe that my knowledge of Â鶹Éç Media Action’s work at an operational and legal level will be beneficial to the Board and I look forward to contributing to the challenging but exciting opportunities ahead.