The organisation's activities are derived from five core programme areas:

• mainstreaming gender through the media;
• lobby and advocacy focusing on a transformative framework;
• gender and governance;
• content development and training; and
• monitoring and evaluation.

AWC’s advocacy strategy aims to bring crucial issues and debates into the public sphere, as well as to policy makers. In this way, AWC and its partners work to advocate around such issues as the rights of children, reproductive health, and domestic violence. Along with providing regular content to mainstream media on a variety of topics, AWC has undertaken various projects over time, particularly as part of efforts to raise these issues in the media. These include the following:

a website where people can access different feature articles covering issues such as peace and security, education, environment, health, gender and governance, information and communication technology, science, and sustainable development.

Gender, Women, HIV/AIDS.

According to the organisation, by continental standards, Kenya is still far behind the African Union recommendation of 50 percent representation for women in parliament. In the media, women were also discouraged from reporting on what is referred to as "hard news", covering parliament, courts, economics, or policy analysis. This prompted AWC to take initiative in training a few women in these areas.