"Why women, why now?" was the question posed to over 300 participants, both male and female, participating in a week-long series of training sessions across Mexico aimed at giving women candidates the skills and tools they need to get elected to office.

The answers — that democracy works best when women have an equal voice in the process and that upcoming local elections are a great opportunity to elect more women — were emphasized throughout the events as the women learned about message development, targeting women and young voters, and recruiting and keeping campaign volunteers.

Though gender quotas have led to an increase in the number of women running for and elected to office in Mexico in recent years, women hold only 5 percent of municipal and state elected positions. They frequently receive ballot placement that lessens their chances of winning, and they receive less public financing and fewer opportunities for training.

In collaboration with the Fox Center and Mexico's three major political parties — the National Action Party (PAN), the Institutional Revolutionary Party (PRI) and the Party of the Democratic Revolution (PRD) — NDI is working to help women gain campaign skills that are already familiar to their male counterparts.

The training kicked off at the Fox Center in San Francisco del Rincón on April 15 with a speech by former President Vicente Fox. Fox offered words of encouragement to the participants, saying that women in Mexico today have risen to the challenge of being more active in politics, the economy and social organizations.

"I believe Mexico has been changing rapidly on this issue. The 2000 election changed many things that had been limited or prohibited before, particularly for women," said Fox, whose victory in that election broke the country's tradition of one-party rule. "I believe that nowadays women have taken the challenge. Women are active in politics, in the economy, civil organizations, but they need programs like this to keep opening doors."

Trainers emphasized strategic aspects of running a campaign, such as message development, targeting messages to specific demographics, scheduling and time management. They also addressed some of the "soft" skills, often familiar to male candidates, such as projecting confidence through voice and presence, negotiating and debating with opponents, and tips for surviving a campaign.

"After these workshops you're aware that you are not alone. You belong to a broad network of women around the world struggling to hold decision-making positions in politics," Cathy Allen, CEO of the Seattle-based Connections Group, told the participants.

The trainers who came from outside Mexico included Allen and Roula Attar of NDI's Jordan office. They joined Julian Quibell, Keila Gonzalez and Rocio Alvarez from NDI's office in Mexico.

This year, 15 states in Mexico will hold elections for governors, local legislators and mayors. Many attendees were women who are either already running for office or strongly considering it.

Pictured above: Vicente Fox meets participants

Published May 7, 2010