JustMedia is an innovative platform that provides media access to hundreds of media contributors - scholars, writers, activists, artists and ordinary people. It also provides media producers with access to these invaluable human resources all over the world, based on regional location and area of expertise.

By creating this medium, JustMedia aspires to achieve the following:

First, be a truly democratic platform that allows for all points of view to gain equal access to the already existing media, be it television, radio, print or online publication.

Second, to facilitate alternative readings of events and topics that already receive media attention, such as politics, democracy, human rights, social issues, the environment, health, etc. JustMedia presents a wider selection of experts as well as ordinary people who can articulate multiple viewpoints that are either overlooked or entirely dismissed.

Third, to shed light on neglected issues that fail to receive media coverage because they do not fit into prevailing political/media agendas, or because they are not classified as newsworthy.

Fourth, to advocate reprioritization of media coverage that allows for subjects such as community empowerment, cultural dialogue, non-politicized human rights struggles and other such important issues to enjoy greater media attention everywhere.

Fifth, to stay true to the declared principles advocated by the People Media Project, the ultimate intent of which are to serve the values of democracy, champion human rights and foster social, cultural and political dialogue and empowerment.