Stimuleringsfonds voor de Journalistiek-Incubator programma

Excited to kick off a new research project within the SVDJ Incubator together with Laura den Edel - Schot. We’re exploring how to better reach underrepresented young women (18–25) who struggle to access journalistic content — and why.

Our team, Starling, includes experienced journalists Karen Eshuis, Rebecca Looijen, Marten De Ruiter, and mentor Folkert de Jong. We’re focusing on the largest group among news avoiders, based on research by Kiki de Bruin: mostly young women.

Why this focus? Because informed choices are vital for women aged 18–25 — impacting their health, financial independence, and personal empowerment. By connecting them to trustworthy journalism in new ways, we hope to strengthen their voices and their place in society.