When Russia invaded Ukraine in 2022, our newsrooms at regional newspapers Leeuwarder Courant faced a familiar question: How do we cover a distant war in a way that resonates locally?

Reporter Patrick van ’t Haar responded by going beyond journalism. He helped launch Help Ukraine NOW!, a campaign that has since raised over €1.7 million and directly supported thousands of Ukrainians. It became a powerful case of journalism turning into humanitarian action — with a level of reader trust that surprised even us.

From reporting to action

Almost immediately, van ’t Haar built strong personal connections in Ukraine. He made regular trips — not just to report, but to deliver aid as well.

One moment stood out: In Irpin, he met an elderly couple who had lost everything, including the man’s leg. Within days, van ’t Haar and local partners arranged volunteers and a contractor.

“A few months later, the new house was nearly finished,” he recalled. That speed and hands-on approach became the blueprint.

Sometimes, a small gesture makes a life-changing difference; van ’t Haar recalled a woman whose home was destroyed, but a simple sewing machine allowed her to stay busy, create, and sell clothes and rebuild her home bit by bit.

Building trust through transparency

The campaign soon expanded, supported by Mediahuis Noord’s three regional titles: Leeuwarder Courant, Dagblad van het Noorden, and Friesch Dagblad. During the 2024 winter campaign alone, over 9,800 readers donated.

“People gave hundreds of euros,” said Evert van Dijk, director of journalism at Mediahuis Noord. “They trusted us not just as a news source, but as a vehicle for their goodwill.”

To maintain trust, a separate non-profit foundation manages the funds, fully separate from editorial operations. Every euro is tracked. Every partner is personally vetted. Local partners send monthly reports and proof of spending. Our financial controller oversees the entire process.

With time, the project has reached even deeper into Ukraine, including areas near the Russian border where help is most urgently needed.

Tangible results, real-world impact

The campaign has made a lasting difference:

• Homes in Irpin and Chernihiv were rebuilt, as was a school bomb shelter near the front line.
• Voices of Children, a professional NGO offering psychological aid to children across Ukraine, received €300,000.
• Our journalists, including our editors-in-chief, delivered more than 10 ambulances and fire trucks. We also sent medical supplies, food, and hundreds of generators.
• Clothing, diapers, power banks, cars, medicine, and hundreds of life-saving tourniquets have been distributed via trusted contacts.
• We’ve published over 350 updates — articles, videos, and podcasts — to show donors where their money goes and to share the human stories behind the numbers. For the journalists involved, it’s been a profound personal journey.

What journalism gains from helping

This campaign expanded our understanding of local journalism. It hasn’t compromised our independence — it has deepened our relevance. Responding to the crisis with transparency and care has brought us closer to our readers.

Perhaps van ’t Haar said it best: “Maybe it’s a drop in the ocean. But for those who feel that drop, it’s the difference between having a roof over your head or not. Sometimes, it’s the difference between life and death.”

Lessons for other newsrooms

Journalism is built on trust. Help Ukraine NOW! shows that trust, when used wisely, can become a force for change. For regional media, involving your audience in shared action can strengthen both your journalism and your brand.

As the war continues, so does the need for aid. We remain committed — not just to covering the story, but to making a difference.

Photo courtesy of Leeuwarder Courtant; pictured are Dagblad van het Noorden’s editor-in-chief Evert van Dijk (left) and colleague Martin Nijenhuis in the firetruck they drove to Ukraine.

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