Nearly 1,500 media professionals spent three days together this October. The tenth anniversary Donbas Media Forum became a truly significant event. Neither Russian shelling nor the lack of running water and electricity could stop it. Within the forum, Women in Media held a two-day conference titled “Women Leaders in Media” in cooperation with the European Centre for Press and Media Freedom (ECPMF) and with the support of the Federal Foreign Office of Germany under the CivilSocietyCooperation program.
On the main stage
On the first day of the DMF, Women in Media organized a panel discussion, “Leadership of the Future: Women in Media and the New Rules of the Game.”
The discussion was moderated by Liza Kuzmenko, head of Women in Media NGO and member of the Commission on Journalistic Ethics; sharing their thoughts and experiences were Maria Frey, member of the Supervisory Board of Suspilne; Anastasiya Ravva, Executive Producer of Espreso TV; the CEO of Kordon.Media (Sumy); war correspondent Aliona Yatsyna; and Hlib Stryzhko, veteran, marine, and leader of social projects at Starlight Media.
Journalism is becoming an increasingly female profession. Yet men still dominate at the level of decision-making. Panelists spoke about the importance of supporting women, ensuring proper working conditions, and the role of male allies in promoting gender equality. They named the main obstacles for women in media as fear, money, stereotypes, and conditions. The superpowers of women, in their view, are resilience, responsibility, and determination.
Maria Frey emphasized the importance of speaking openly about women’s needs and challenges. She shared an example: in two regional Suspilne offices, the company provided hygiene products for female staff, and received heartfelt feedback.
“It cost the company UAH 12,000, a small thing, but the effect was huge: a woman felt that she exists, that she has needs, that someone cared. And we have a long list of such small things that we must do to help women feel more comfortable,” said Maria.
Hlib Stryzhko shared that his wife currently serves in the Armed Forces, and they have agreed that if they have a child, he will take parental leave, because his company provides favorable conditions.
Anastasiya Ravva noted that when Espreso worked on a project about military women, they managed to attract a commercial partner who funded its continuation, proving that values can also generate tangible benefits.
Aliona Yatsyna reminded that in border regions people live under constant wartime stress, and it is essential to create proper working conditions, as the staffing issue is especially acute there.
Panelists agreed that it is crucial to acknowledge diverse experiences and to practice microfeminism — everyday actions that promote gender equality: not interrupting women, highlighting their ideas, asking fathers about their children and who looks after them during business trips. Sisterhood and mutual support among women are equally vital.
Liza Kuzmenko recalled that Women in Media had provided financial support for women journalists to undergo medical check-ups. The NGO regularly organizes self-support groups both offline and online, and this summer also reimbursed the cost of childcare or extracurricular activities.
Symbolism
Large events can draw attention to important issues. Small details can have great meaning. Panel participants on women’s leadership at the DMF wore hoodies, symbolically reminding that women can freely choose their clothing — both in everyday life and on stage.
“Men can speak on panels in hoodies, while women are usually expected to wear business suits. We chose hoodies today to show that women can decide what and when to wear. The main thing is comfort. This is a call to rethink — women don’t need to prove professionalism through specific attributes,” explained Liza Kuzmenko.
It was also symbolic that the discussion on women’s leadership took place on the main stage on the first day, not during the last session when most participants had already left.
“My dream came true — to speak about gender equality and inclusion not at the final panel of the final day,” said Liza Kuzmenko.
She stressed that gender equality is a process and that no change is irreversible. We must constantly fight for our freedom, our geographical and personal boundaries, our independence, and equal opportunities.
Another symbolic gesture was the pink ribbon on the clothes of the speakers, a reminder that October is Breast Cancer Awareness Month, encouraging women to undergo timely screenings.
The venue itself was symbolic as well — the National Museum of the History of Ukraine in the Second World War, with halls named Donetsk, Luhansk, Mariupol, Berdiansk, Kakhovka, and Yalta.
The children’s theme
For the first time at DMF, Women in Media, together with the A+ Educational Holding, organized a children’s corner. Last year, children who came with their parents had to sit on the stairs with their phones. This year, they played on soft poufs, built with Lego, and enjoyed board games. This space became a real lifesaver for parents with no one to leave their children with.
“Nothing is impossible,” said Liza Kuzmenko. “We’re used to seeking donor funding for everything, but business can also contribute. A+ immediately responded to our proposal, and we managed to take care of children while their parents were busy with discussions.”
This approach should become a tradition. It does not mean turning conferences into kindergartens; it’s about inclusion and accessibility. If there are no toys or coloring books, one can at least provide a few chairs or a couch for a child to sit on. Even conference venues themselves can ensure that. When organizers choose locations, they check for elevators or ramps — why not also consider whether there is space for a child accompanying a parent?
“Children are essential for society to survive. Children are essential for this forum, because in ten years there will be no audience without them. Ukrainian society urgently needs children. And the main client for Ukrainian children is Ukrainian society itself. We must do everything to ensure that a woman wants to take this job and give this fantastic product — Ukrainian children — to our country,” said Maria Frey.
Workshops
Within the Women in Media conference, two workshops were held. Practical experience was shared by Anastasiia Hudyma, Director of the Department for Diversity, Inclusion, and Equal Opportunities at Suspilne, and Daria Verbytska, CEO and Co-founder of the Molfar Intelligence Institute.
Anastasiia Hudyma spoke about implementing equality, diversity, and inclusion policies. She emphasized that values should be integrated not only into content but also into company culture, shared by all employees, not just one department. She presented Suspilne’s DEI Concept, which could serve as a model for other media outlets.
“Once you create such a concept, you’ll have clear rules, tasks, priorities, and a better understanding of how to move forward. Trust from your audience will grow because everyone will see that this media outlet is for them. One of our slogans, “Many voices – one media,” is all about diversity, equality, and inclusion,” said Anastasiia Hudyma.
Daria Verbytska explained how AI tools can help detect fakes and deepfakes. Even free tools can be enough to identify disinformation. Such skills are crucial for media professionals both for their work and personal safety. Female journalists and politicians are often targeted by online attackers. Scammers exploit their names and reputations for fake advertising or smear campaigns. Daria Verbytska shared a list of recommended tools for work.
During the panel “Digital Violence: Challenges for Female Journalists and Media Freedom,” participants shared personal cases of online abuse. Olena Mudra, freelance journalist for Zakarpattia Online, described attacks she faced, including fake collages, articles, AI-generated videos using her son’s face, and even a police complaint filed under a false identity.
“During the first two weeks of the attack, I absurdly double-checked every sentence and every word order in my pieces. I was frustrated that they wouldn’t stop. I found calm through the support of my audience, community, and psychological help,” said Olena Mudra.
Mariana Chorniievych, news editor at Hromadske Radio, shared that after one of the broadcasts on the eve of the Day of Remembrance and Victory over Nazism, she received an email threatening to use her photo to create a pornographic video. Thanks to a quick report to the Cyber Police, it was revealed that the perpetrator was based in occupied Crimea.
“I took it as a compliment. Someone reacted so strongly to my words that they went to the Hromadske website to find out who I was and write to me. It also made me happy that people in occupied Crimea still listen to Hromadske Radio,” said Mariana.
Viktor Baiov, Head of the Department for Countering Illegal Content at the Cyber Police Department of the National Police of Ukraine, underlined that the Cyber Police Department, as a structural unit of the National Police, is ready to respond promptly to all cases of possible unlawful actions against journalists and media representatives.
“I assure you that we will respond within our competence to all such cases. If you experience harassment or online violence, contact the Cyber Police website directly,” said Baiov.
Liza Kuzmenko reminded that Women in Media provides psychological and legal assistance to survivors of digital violence and records such cases on an interactive online map.
“I want to stress that online violence is also violence. It’s not just something happening on the internet. It affects our daily lives,” emphasized Liza Kuzmenko.
The forum ended, but its impact will stay with participants for a long time. Women in Media will be remembered through posters, stickers, and postcards created together with artist Anna Sarvira, depicting the challenges faced by women media professionals.
Author: Olena Kushchenko, Women in Media
Photo: Valia Polishchuk, Women in Media