UNESCO's campaigns on media and information literacy empower millions in Ukraine to think critically

The overall media literacy index level in Ukraine has declined over the past year, according to the Media Literacy Index by the Ukrainian NGO Detector Media. The share of the population with an above-average level of media literacy has decreased from 81% to 76%, with young people aged 18-25 demonstrating higher media literacy due to strong digital competence, while the older age group of 56-65 shows significantly lower levels. This goes hand in hand with findings of recent research which indicates that Ukrainians are increasingly consuming news via social media, while the use of news websites is diminishing.

In collaboration with Detector Media, UNESCO has launched the "Media Literacy is Freedom" campaign, emphasizing the importance of media and information literacy and helping Ukrainians navigate the flow of information. 

The campaign includes the dissemination of simple media literacy rules and the promotion of critical thinking, delivered by well-known Ukrainian bloggers, actors, and journalists on social media. In addition, two videos were broadcasted on media facades of shopping malls in Kyiv, Ukrainian Railways (Ukrzaliznytsia) intercity trains, and national television channels, reaching over 12 million Ukrainians. These videos draw an analogy between safety in regard to the information that we consume and other common safety and self-care practices - such as wearing a hat when it’s cold or crossing the street at a green light.

The core message of the campaign is simple: "You are what you consume." Just as people strive to eat healthily, they should consume verified and trustworthy information. Ultimately, critical thinking is about ensuring a healthy diet for the mind.

“Specifically in times of warfare, we all rely on information. The most important thing is, when you receive information on social media, take a moment and ask yourself: Is this information verified? Who is the source? Who is the author? Is everything fact-checked and accurate? Consider these questions before you share.”  - Theresa Chorbacher, Project Officer, UNESCO Kyiv Desk

To equip Ukrainians with concrete skills, UNESCO and Detector Media also developed the 7 Rules of Media Literacy (available in Ukrainian), They are simple and clear instructions, for anyone to use:

“Media literacy is a skill without which it is impossible to navigate today's information landscape. This campaign helps Ukrainians understand that verifying information is just as important as trusting only transparent and credible sources. The fact that the campaign video has been placed in rotation on the largest media screen in Europe, on the facade of the Gulliver shopping mall, highlights the scale and relevance of this initiative. 

We are already seeing the impact of the campaign: more people are not only questioning their sources of information but also supporting independent media with donations. This is a crucial step because critical thinking should become as habitual as washing hands before meals or wearing a hat in winter,”  - Vadym Miskyi, Program Director of the NGO 'Detector Media' 

Beyond structured media and information literacy campaigns, UNESCO also supports more informal initiatives, such as Critical Thinking Evenings in partnership with the NGO Souspilnist’. Several times a month, well-known Ukrainian opinion leaders, artists, musicians, and journalists meet with audiences to share their personal strategies for maintaining information awareness. 

Among the guests of the Critical Thinking Evenings, renowned Ukrainian writer, publicist, and philosopher Oksana Zabuzhko highlighted the importance of understanding both national and global history in fostering critical thinking and effective communication. Vasilisa Stepanenko, Pulitzer Prize-winning journalist and producer of the Oscar-winning film 20 Days in Mariupol, cautioned against reacting emotionally to distressing media coverage and stressed the necessity for journalists to uphold professional standards and substantiate their reporting with credible sources. Ukrainian director and actor Oles Sanin emphasized that "everything that seems obvious to us requires reconsideration.”

“The Critical Thinking Evenings are turning into a unique hub for conscious young people in Ukraine. After the main part of the event, attendees usually stay in the media space, enjoying coffee or tea while discussing what they’ve heard, sharing their impressions, and suggesting whom they would like to see at future Evenings. They often mention that after our events, they relay key takeaways to their family and friends. 

This way, the media and information literacy (MIL) culture spreads even more actively across Ukraine. It is truly rewarding to witness how our meetings spark genuine interest in the audience, with participants bringing along their friends and classmates.” - Kateryna Fedotenko, Director of Media and Information Literacy Programs at Souspilnist Foundation.

With support from Japan, UNESCO continues its efforts to strengthen media and information literacy in Ukraine. By fostering critical thinking and promoting MIL skills nationwide, UNESCO aims to empower individuals to navigate the modern information landscape with confidence and resilience.