What if journalism didn’t just report on conflict, but helped communities have constructive dialogues? What if media platforms could both challenge polarizing narratives and build a sustainable business around that mission? What if peacebuilding wasn’t shaped by global interests, but by local communities?
These are the questions behind The What If, a media initiative registered in Germany that is working in Lebanon and Afghanistan to merge peacebuilding dialogue with constructive journalism. It started as a research project backed by German public funding, and is now growing into a platform aiming to stand on its own feet, with clear goals around impact and financial viability.
I spoke with Michelle Simons, Head of Impact, based in Munich, and MJ Daoud, Editor-In-Chief, based in Beirut, about how they’re building something more than just a media outlet, and what other founders can learn from their model. Excerpts follow, edited for clarity
The What If doesn’t position itself purely as a peacebuilding NGO. It combines community work with constructive journalism. Why this approach?
MJ: “The media rarely gives you a 360-degree picture of conflict zones. We debated what kind of journalism label fit us best: peace journalism, trauma-informed, or conflict-sensitive journalism. In the end, constructive journalism made the most sense because it pulls together all those elements of listening deeply, showing complexity, and looking toward solutions.”
The What If team organizes dialogue sessions in Lebanon and Afghanistan with local communities, bringing together diverse perspectives, including on deeply polarizing issues. How does that work?
Michelle: “We open up spaces where people can talk again about political and social challenges. Sometimes that’s online, sometimes in person. And we don’t stop at the conversation, we also report on it, so the insights and perspectives don’t stay invisible.
“We want to become a space where professional peacebuilders, local journalists and activists, and academics can learn from each other and share innovative approaches. Many peacebuilding organizations run dialogues, but the outcomes are rarely communicated outward. We use journalism to give visibility to what’s working. People in conflict zones don’t feel heard and—due to authoritarian structures and polarization—no longer have public spaces to come together and discuss what’s dividing them.” The What If works with professional peacebuilders and trained facilitators, and last year they hosted dialogue sessions with more than 100 participants. The platform started from the Media for Peace research project initiated by the University of the Bundeswehr in Munich and collaborating universities. A key innovation lies in their integrated impact model. Michelle tracks both qualitative and quantitative indicators, mapping sentiment shifts and trust levels, and working closely with academics to create metrics that matter.
How do you hope to reach financial sustainability with the startup model?
Michelle: “We are currently developing tech tools to innovate peacebuilding and, more broadly, enhance the understanding of local conflict dynamics and the narratives at play in conflict zones. International organizations have expressed interest in these kinds of tools. We are responding to their needs by developing instruments such as narrative tracking and sentiment analysis using online and offline data. The for-profit tech tools we are building are meant to support the financial sustainability of our peacebuilding and journalistic activities.”
What other factors besides money influence your sustainability in the long term?
Michelle: “We believe that our sustainability will be deeply affected by the strength of our bonds and our engagement with local communities. We work hard to maintain close connections with them, especially when things get hard, or when a conflict erupts.
With the current transition from a donor-funded research to a startup and NGO model, community engagement is The What If’s biggest asset. The platform’s primary focus is peacebuilding designed by and for local communities in conflict zones.
As MJ puts it, “Peacebuilding isn’t just about finding common ground. It’s about building the capacity to handle conflict without violence, and to live with complexity. Journalism can help with that.”
The stories themselves are both hyperlocal and globally resonant. Stories range from Afghanistan’s fragile post-Taliban recovery to overlooked architectural landmarks in Tripoli, and from Lebanon’s need for political accountability to ex-combatants teaching peace to children. These narratives go beyond what’s usually picked up by international outlets and are grounded in lived experience.
Michelle and MJ talked about community members from different sectarian backgrounds in Beirut who met near the Tayouneh roundabout, once a hotspot for violent clashes, to participate in online dialogue sessions. What began as cautious conversation ended with a proposal: “Let’s continue in person. We just need money to run a small generator [state electricity is very limited in the area] to make it happen.”
MJ: “To accept conflict, embrace it, and tap into the needs behind it, that’s where the shift happens. It is fascinating to watch and incredibly rewarding.”