Countering gender and identity disinformation in hostile information environments: practitioner insights from Armenia

Gender and identity disinformation (GID), defined as false information targeting individuals based on gender, gender identity, or sexual orientation, has emerged as a strategic tool in hostile information environments, particularly in contexts of democratic fragility. Yet practitioners working to counter GID have few documented examples of successful interventions to draw upon. This paper addresses that gap by presenting practitioner insights from three counter-GID interventions implemented in Armenia between 2024 and 2025 by members of Artemis Alliance. The interventions took distinct approaches: a national multimedia campaign challenging narratives about women in peace and security, an education intervention integrating GID-aware teaching into public schools, and a training programme building digital advocacy capacity among LGBT+ activists. Each generated measurable outcomes including shifts in public attitudes, institutional policy adoption, and significant digital reach. Analysis reveals three cross-cutting insights: GID functions as a sophisticated political tool exploiting cultural vulnerabilities; institutional ecosystems often unconsciously reproduce harmful narratives; and marginalized communities can build collective resilience through strategic networking and culturally grounded counter-narratives. The findings underscore that effective counter-GID practice requires strategically focused, locally grounded, and multi-level interventions that combine individual change with institutional support structures.