Media Strategy & Storytelling Support for Ethical Brands
Working with leaders in conscious travel, cultural initiatives, and creative industries to shape powerful stories, sharpen media visibility and grow their impact.
Culture Narratives That Drive Real Change.
Hi. I’m Lebawit Lily Girma, an award-winning journalist, editor and former attorney and founder of Tourism Lens Media— a narrative and media consulting studio where I specialize in helping leaders and organizations tell nuanced, ethical stories that resonate globally.
Drawing from 15+ years of cross-cultural storytelling and sustainable tourism expertise, I guide conscious changemakers in shaping and transforming their cultural narratives into strategic advantages. My approach centers heritage and community-led voices, creating stories that build trust, drive engagement and inspire action.
My Mission
At Tourism Lens Media, my goal is to reshape how brands and consumers engage with heritage, place and people. I help you challenge dominant perspectives and center overlooked truths.
With deep cultural fluency, trend insight, and editorial expertise, I guide you to share stories that reflect lived experience and rich context—stories that connect, educate, and drive real change.
The tools I offer: Tailored storytelling content, 1:1 Executive coaching, and media support services.
Explore my Services
Tailored Support for Conscious Brands and Changemakers
—from narrative development to media visibility, multimedia storytelling content and a CEO Media Lab.
