The large-scale invasion turned the Nove Zhyttia (“New Life”) editorial office into a space where people learned what, when, and how to do. Now, they entrust the editorial staff with organizing discussions on the most pressing issues within the community. They saw that our media outlet contributes to problem-solving by urging local authorities to take action. Additionally, it provides local residents and IDPs the platform to voice their opinions, pose questions, and collaborate on finding solutions
Nove Zhyttia media operates within the Blyzniuky community, situated on the geographical border between Kharkiv and Donetsk regions. For an extended period, it found itself on the secondary front line. Our journalists have tirelessly worked every day, informing, assisting, and guiding those in need. For a while, we served as a bridge between authorities and residents, given that many civil servants and local government employees had to evacuate. And we stayed.
There are four of us in the editorial office – an editor, an assistant editor, an executive secretary and an accountant. Besides the printed Nove Zhyttia newspaper, our website attracts daily visits from 1,000 to 5,000 people. Our team’s Facebook page and group have a constantly growing subscriber base, currently totaling around 20,000 people. We also maintain an Instagram page with 1350 followers, a Telegram channel with 1100 followers, and a Telegram chat with 410 followers. We have actively begun developing our YouTube channel and are currently producing a series of podcasts as part of the editorial project “Meeting Interesting People.” A newspaper is delivered to localities where there is no internet coverage. People aged 16-35 follow us on Instagram, while those in the 25-45 age group prefer Telegram. Our Facebook group caters to the information needs of older citizens aged 45-65+.
Our work is built on trust. Therefore, we are pleased to say that, even in these exceptionally challenging times, the trust of the community’s residents in us has grown
With a 94-year history, Nove Zhyttia proudly serves our community, and it’s a source of pride that many Blyzniuky residents trust only our local publication. Our work is built on trust. Therefore, we are pleased to say that, even in these exceptionally challenging times, the trust of the community’s residents in us has grown. Of course, this didn’t just happen. After the onset of a large-scale Muscovite invasion, the editorial office became a space where people could learn how to act and what steps to take. We organized the delivery of medicines and connected with volunteers to assist the parents of students who were under fire in Kharkiv and couldn’t leave. And, most importantly, we informed people every day about where to buy bread, where to find transport, where to get help, and so on. By the way, from February to April 2022, the Nove Zhyttia editorial office served as the sole link between the government and the public, as I’ve already noted. During that time, the majority of civil servants and local self-government employees were evacuated from the community. However, we remained in place, went to work every day, and maintained constant communication in the editorial office. This was possible not only through mobile phones but also with the aid of a landline phone. When the first internally displaced persons arrived in the community, we cooperated with the village council to establish a housing register for their resettlement. Journalists helped take military families out of the community to safer places. And all the time they informed citizens, answering the questions: What? Where? When? What time? This has been and continues to be invaluable for the residents of the community, situated just a few kilometers from the war zone. Now, the editorial office serves as a volunteer center where packages are prepared for soldiers, funds are received for volunteers, and various other activities take place.
That’s why the work of Nove Zhyttia media holds value for the community at large and, in particular, for the local council.
How we determined which problem to prioritize and focus our efforts on
Today, the issue of employment is relevant for both local residents and internally displaced persons in all unoccupied communities of the Kharkiv region. Also, providing them with fuelwood for the heating period. And, in general, adapting IDPs elsewhere is a very difficult issue. Add to this the need to address the issue of stray animals, find solutions for repairing roads between settlements, make educational and medical services both affordable and high-quality, organize recreational activities for young people, and, of course, restore the life of communities.
Nove Zhyttia journalists have decided to concentrate their efforts on assisting the community in addressing three issues that are most urgent to Blyzniuky today. But how to choose? And how can we make our contribution as useful as possible? We concluded that ensuring high-quality communication between the authorities and residents is something that will undoubtedly help. It’s also something we can do professionally and probably better than most, if not the best, of all. This was largely facilitated by the grant from the European Union by the Ukrainian Media Business Association (UMBA) to the editorial board.
To pinpoint the area where we could be most helpful, Nove Zhyttia journalists conducted social media interviews with readers to identify the most pressing issues in the Blyzniuky community that need prompt resolution. As a result, three were selected: (1) employment of IDPs and local residents, (2) providing people with fuelwood, and (3) solving the problem of homeless animals.
Our idea was that through open discussions, the parties could analyze the problem and potential solutions, discuss weaknesses, and formulate an algorithm for moving forward. Once agreements permit the creation of a plan, we can influence its implementation by covering the progress
We decided to concentrate our efforts on providing a convenient platform for discussions and finding solutions that involve all parties: internally displaced persons, local residents, government officials, and specialists from relevant structures. We understood the importance of bringing them together to discuss what precisely wasn’t working, why it was failing, and finding a solution through an analysis of various possible options. To achieve this, we’ve established an effective communication platform using Nove Zhyttia media. This platform enables everyone to discuss the problem while also encouraging the authorities to act. Our idea was that through open discussions, the parties could analyze the problem and potential solutions, discuss weaknesses, and formulate an algorithm for moving forward. Once agreements permit the creation of a plan, we can influence its implementation by covering the progress.
Once we made the decision, we started acting. Painstaking work commenced in preparing, organizing, and conducting round tables, involving the collection of information and communication with government officials and ordinary citizens, including IDPs. Throughout the project, in collaboration with the employment center and local authorities, we conducted round tables addressing urgent issues and identifying solutions to employment problems. We also compiled a report from the office of the secretary of the village council detailing the provision of fuelwood to local residents and IDPs. As a result of our efforts, we produced videos on the relevant topic, viewed by more than 1000 people in total.
Now we say as experts that people can solve any problem in the best possible way if they are supported by authorities and have a visual roadmap.
55 people found jobs in two months
In 2022, over 5,000 internally displaced persons sought refuge in the Blyzniuky community, all of whom, naturally, required employment, even if only temporarily. Additionally, residents face unemployment due to the fact that our community is primarily agricultural.
To streamline the employment search process, Nove Zhyttia journalists, in collaboration with the Blyzniuky Employment Center, employers, and employed IDPs, organized a round table meeting. During this session, employment center specialists discussed employment opportunities, compensation programs, and preferential offers for those aspiring to start their own businesses.
We prepared 250 “Memos for Displaced Persons” containing contact numbers for services that facilitate employment. These were then distributed to the Employment Center, shops, and the village council.
On the pages of Nove Zhyttia newspaper, our website, and across our social media platforms, we consistently discussed employment opportunities, acquiring vouchers for training, retraining for those seeking to change professions, and more. We also edited and published a video of the round table meeting, introducing our numerous subscribers and readers to the job market. We analyze it monthly and provide insights into professions that can help secure employment in Blyzniuky community, Lozova, and Kharkiv.
To motivate citizens, we wrote articles about internally displaced persons who swiftly adapted to their new surroundings and found jobs.
Even we were impressed with the results. For example, our video titled “Is it Possible to Find a Job in Blyzniuky Community?” was viewed 773 times, inspiring individuals through the success stories of those who found employment. As for the “Memos for Displaced Persons”, they have become guides for people who are undergoing adaptation in a new place of residence. We had women dropping by quite a few times, proudly showing us our “Memos” and giving thanks to those who made them. They didn’t know that we are the ones they thank. Success stories of citizens who have found a job in the community or started their own business are also effective. This motivates readers to take action and instills the notion that not everything is as bleak. Here’s the story of a real person who achieved what they wanted; surely, I can do it too!
All these efforts combined yielded results. In the two months dedicated to this initiative, 55 people successfully found jobs. In our agricultural district, where absolutely nothing has changed with employment situation in these 2 months. But people’s approach to job search has changed!
All these efforts combined yielded results. In the two months dedicated to this initiative, 55 people successfully found jobs. In our agricultural district, nothing has changed during these 2 months with the employment situation. However, people’s approach to job search has changed!
One more thing, no less important. Authorities notice when local media emphasizes a particular issue, prompting them to become more proactive in addressing it.
Almost 300 families of Blyzhniuky community received firewood thanks to our explanations
Blyzhniuky community is a purely agricultural region, which consists of 96 settlements, most of which are non-gasified. Then, every year, the issue of providing the population with fuelwood becomes acute. Or rather, every fall.
During the large-scale invasion of the Muscovites, many internally displaced persons found shelter in Blyzniuky community and settled in empty houses that had only stove heating. Then with the onset of cold weather, the problem became even more urgent. Local authorities are actively addressing this matter by engaging international donors. However, many citizens were simply unaware of the procedure for obtaining free fuelwood and the recent changes in purchasing wood from forestry. Therefore, the need for a broader information campaign on this issue has become acute, and not just urgent.
Nove Zhyttia assisted locals and IDPs in securing fuelwood for the winter season with the slogan “Fuelwood for the People of Blyzniuky Community. How to Get It?” First, we studied the need for firewood for local residents and displaced persons. A round table, involving representatives of the authorities, specialists from relevant services, and representatives of large families among internally displaced persons, collaboratively developed a step-by-step guide on obtaining free fuelwood. We made and shared a video of that meeting.
First, we studied the need for firewood for local residents and displaced persons. A round table, involving representatives of the authorities, specialists from relevant services, and representatives of large families among internally displaced persons, collaboratively developed a step-by-step guide on obtaining free fuelwood. We made and shared a video of that meeting. And that’s just part of our efforts
In close cooperation with local authorities, all media platforms provided detailed explanations of who is eligible to apply to local governments and what documents are required to obtain firewood free of charge. We interviewed the secretary of the village council, Serhii Volodchenko, who explained that, with the assistance of the World Lutheran Federation, some large families of IDPs (currently totaling 20 families in our community) will be provided with wood. We talked to people who have already received firewood – they shared their experience with others. As a result, an additional 15 families, among those facing challenging living conditions, applied to local authorities and received free firewood in December.
We also submitted a request to the Blyzniuky-Lozova forestry with a request to clarify the procedure for purchasing fuelwood from them. After receiving the response, we made the information public and provided a step-by-step explanation of what people need to do to purchase fuelwood at their own expense.
By the way, as they continue their efforts to address the issue, Nove Zhyttia journalists are cooperating with entrepreneurs who intend to assist locals by providing some of them with fuel briquettes.
It was gratifying that representatives of local authorities visited us, providing detailed explanations on how to write applications for wood, and specifying the appropriate channels for submission. They also engaged in communication with international donors, particularly the International Association “Triangle Generation Humanitaire.” During this collaboration, we captured images of people receiving fuel briquettes.
Thanks to our explanatory publications, citizens began to apply to the village council and community leaders. In total, during the project, the village council received 275 applications for fuelwood from citizens with special needs and IDPs. Through the collaboration between the Blyzniuky Village Council and the World Lutheran Federation, 171 families were supplied with firewood. Additionally, thanks to the International Association “Triangle Generation Humanitaire,” fuel briquettes were distributed to 124 homes of IDPs.
The explanations that we made and disseminated across all Nove Zhyttia media platforms helped readers become aware of the resumption of wood sales in the Blyzniuky-Lozova Forestry, leading to 30 people purchasing wood at their own expense.
Of course, the media cannot and should not solve the problem on its own, as it is not the editorial board but the relevant bodies or services that bear the responsibility for this. However, it is within our capability to guide our readers, providing explanations on how to write applications and where to apply to obtain wood free of charge. Moreover, real-life experiences demonstrate that local authorities tend to be more effective in addressing problems that receive media attention
No media can, and should not, solve problems on its own. It is the responsibility of the relevant bodies or services, not the editorial board. However, it is within our capability to guide our readers, providing explanations on how to write applications and where to apply to obtain wood free of charge. Moreover, real-life experiences demonstrate that local authorities tend to be more effective in addressing problems that receive media attention.
A total of 846 dogs and cats were sterilized free of charge in the Blyzniuky community
Homeless animals are a problem created by people, and it is our responsibility, as humans, to solve it. The longer the war lasts, the more animals are left to fend for themselves. Residents of the community are divided into two camps: some express concern about children and complain about the increasing aggression of animals. Others feed homeless animals near shops and multi-apartment entrances.
It is impossible to determine the number of stray animals in our community because there are no animal protection organizations and volunteers consistently monitoring this. We took on the task of addressing this issue by giving it our focus, as this sensitive topic has been extensively discussed on the official online pages of the media and in the Nove Zhyttia newspaper.
It is heartening to note that local authorities listen to citizens and take heed of journalists’ advice. In two months, feeders for homeless animals were installed in 5 locations in the community. Stray animals were sterilized on the territory of Blyzniuky community, namely in the largest starosta districts – Novonadezhdyne and Samiilivka. Additionally, stray animal sterilization was conducted in Blyzniuky, and dogs from Dobrovillia and Paniutyne were brought there. In the end, a total of 846 dogs and cats were sterilized and chipped free of charge, providing a means to regulate their numbers in the future.
We set out to showcase this problem from various perspectives – and we succeeded. And the authorities, as I mentioned earlier, have done a lot of work to help homeless animals.
The website’s audience has increased by 20%, and there are more subscribers across all our platforms.
Our plan was to attract readers and boost the audience of Nove Zhyttia media: increase newspaper subscribers by 20 people, Facebook, Telegram, and Instagram subscribers by 100 people, and boost website visitors by 15%. We received much better results though.
The circulation of Nove Zhyttia newspaper increased by 100 copies in November 2023. Despite the fact that only 8 out of 27 local print media outlets in the Kharkiv region are listed in the Ukrposhta catalog, we have initiated a subscription campaign for 2024.
In two months, the number of followers on Instagram increased by 230 people, reaching 1,326 readers (compared to the previous count of 1,096). On the Telegram channel, the number increased by 33, reaching 1,050 (compared to the previous count of 1,017). There were 47 new active subscribers on the Facebook page and 225 in the group, bringing the total to 14,775.
According to Google Analytics, 76 thousand people visited our website during the project. By the way, over the past 28 days, search traffic has reached 169 thousand views, which is 20% more than in the previous period.
It was heartening to hear someone say, “I’m following the Nove Zhyttia Facebook group, and I read about my fellow countryman from Izium who found a job in “Komunalnyk,” so I just went there, and I was hired too! A handyman, yes but still, it’s a job.”
It’s nice to hear when someone says, “Thanks to publications in Nove Zhyttia, I learned that I can finally buy wood in the forestry, as it was impossible since 2013”, or “I’m following the Nove Zhyttia Facebook group, and I read about my fellow countryman from Izium who found a job in “Komunalnyk,” so I just went there, and I was hired too! A handyman, yes but still, it’s a job.” “I wasn’t aware that Blyzniuky has feeders for stray dogs, but after your publication, I noticed that there are feeders, and they have food in them.”
These brief comments serve as confirmation that Nove Zhyttia is trusted, and our information is considered useful and necessary for the audience. Nevertheless, the most important aspect is that the community is gradually becoming more aware of employment and social protection issues, fostering self-education and instilling a humane attitude towards animals in both the current and younger generations.
An increasing number of citizens are accessing the necessary information through Nove Zhyttia’s media platforms. Our media outlet is evolving into a more significant platform for addressing community issues, motivating local authorities to take action, and providing a space for local residents and IDPs to express their opinions, ask questions, and find solutions to problems.
It is extremely important to us that people are grateful that they are alive, can receive a newspaper, and read about events in the community where they live. Our editorial office serves as a constant hub for volunteer activities. Half of the office, comprising only two rooms, is consistently filled with trench candles, wax kindlers, knitted socks, pillows, plastic bottle caps, packages for soldiers transported to the front, empty tin cans for the trench candles, and even toys brought to us. We are actively transferring the toys to the therapy room. People also contribute money – a form of support, not for the editorial office, but for the army. We combine our own hryvnias with the donated ones to purchase spunbond for camouflage nets, which are woven near our office.
We also take photos of documents, photocopy and laminate them, create magnets, calendars, and other products, produce podcasts and streams. Each of our four employees is also a member of various working groups within the village council. To be honest, I do not know how I still have time to write, make a newspaper and fill out all the online platforms that we have promoted. Our circulation has grown to 1,500 newspapers, and there is no advertising due to the ongoing war.
Indeed, all our active endeavors do not generate actual profits, and we don’t even contemplate asking people for money to support the editorial office, as they are already grappling with their own challenges. So we take on all possible projects! We believe in our victory and move forward – in a new life. We want to thank the UMBA team and the European Union Representative Office in Ukraine for their support, enabling our progress and providing the opportunity to further contribute to the residents of Blyzniuky community in the Kharkiv region!
AUTHOR: Iryna Voronkina, Director of NOVE ZHYTTIA INFORM PLUS LLC
This publication was created with the support of the European Union. The content is the sole responsibility of the Ukrainian Media Business Association and does not necessarily reflect the position of the European Union, whose financial support made the project possible.