In a conference where the subject of press freedom couldn’t be avoided, the irony of the INMA Global Media Awards competition’s “Best of Show” wasn’t lost on the more than 400 people attending the Thursday, May 21, dinner at Edison Ballroom in New York.

“Rescuing Freedom: The Campaign to Save Ukrainian Regional Journalism” was created by the Association of Independent Regional Press Publishers of Ukraine last year to push back against the threats to a free flow of information and the democratic fabric of Ukrainian society in the face of war with Russia.

“These awards today are because of the brave world of Ukrainian journalists but also because of you all who are standing with us,” said Oksana Brovko, CEO of the Ukrainian association as the New York crowd stood on its feet. “Together, we are stronger.”

The Ukrainian association’s campaign won first place in the INMA Global Media Awards’ “Best Public Relations or Community Service Campaign” and eventually “Best in Europe” before being selected by judges as the Global Best of Show among six regional winners. All 40 first place recipients in the 2025 Global Media Awards may be viewed by clicking here. All photos from the Global Media Awards dinner in New York may be found here.

The 2025 press freedom campaign’s victory comes one year after another free press initiative won “Best of Show”: 2024’s “Counterstrike of the Free Press” by Finland’s Helsingin Sanomat.

The story behind the award-winning Ukrainian campaign is about creativity, yet its success and its resonance are about operational excellence.

The Rescuing Freedom Campaign focused on “swift, strategic, and impactful actions to build a strong network of international support to keep press freedom alive” in war-torn Ukraine.

The full-scale Russian invasion of Ukraine in 2022 created unprecedented challenges for regional and local media. Regional newsrooms were destroyed, and some of them were occupied. Journalists faced violence, displacement, and immense personal risks. Business models collapsed, compromising the sustainability of independent media. Journalists were not insured during their work under the Russian shellings.

Campaign objectives by the Association of Independent Regional Press Publishers included:

• Safeguarding regional journalism.
• Enhancing journalist safety.
• Sustaining content production.
• Securing global partnerships.
• Raising international awareness.
• Encouraging collaborative journalism.
• Rebuilding community trust.

The Rescuing Freedom Campaign provided essential resources to independent regional and local newsrooms. This included safety training, equipment, and financial assistance for content production and insurance for front-line journalists. The campaign facilitated the relocation of journalists and newsrooms when necessary, ensuring the continued operations of critical news sources.

The campaign had impressive results:

• Media survival: Supported 120 regional and local news outlets, enabling them to continue serving their communities despite the challenges of war. Some 458 equipment items were granted as humanitarian aid to local newsrooms.

• Massive content reach: Distributed 9 million print newspapers, 11,000 pieces of unique content were produced, the supported media reached 80 million users, and 345 tons of paper were delivered to regional publishers as humanitarian aid.

• Journalist safety secured: Protected journalists working in conflict zones through comprehensive safety training. This included up to 200 journalists and media professionals who were trained during security and psychological trainings, the provision of essential equipment such as generators, charging stations and satellite Internet, and coverage for 1,500 insurance days.

• Uniting for press freedom: The campaign created international relationships and new partnerships with media organisations, foundations, and individuals worldwide to build a network of supporters for Ukrainian regional media.

In an eight-minute video accompanying the campaign (see above), regional publishers tell their story in chilling detail — exporting the war experience to fellow publishers around the world.

It is a story of front-line journalistic bravery rarely told in news media circles. Now you know.

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