When media is free, reality transforms – from the damp walls of neglected buildings to dignified housing, from seemingly hopeless protests to systemic changes, and from forgotten villages to topics on the public agenda.
The campaign “Media Freedom – Path to European Integration” bridged the gap between people’s struggles and real solutions, positively impacting thousands of lives in the Adjara region. Through 12 stories and programs on TV25, produced with MAC support, the campaign highlighted how media coverage can amplify the voices of ordinary citizens facing real issues. “When journalists and cameras arrive, officials start to listen,” says Taliko Rukhadze, head of a community association. This simple statement reflects how media presence can make people feel heard and protected. Cases like the legalization of Gonio residents’ lands, as well as coverage of single mothers, socially vulnerable families, and the Muslim community, showed how media exposure can lead to problem-solving by bringing issues to public attention.
On social media, Batumelebi’s campaign #YouHaveTheRightToKnow reached over 1.5 million people on TikTok and 1.7 million on Facebook, reminding them of their right to stay informed about developments in their city, region, and country.
TV25 has earned public trust, as seen in twelve public meetings where nearly 360 people – students, members of the Muslim community, homeless individuals, and persons with disabilities – shared how media coverage had changed their lives. Another campaign, #რომარამედია (If there was no media) TV25, grew into a movement, with ten video clips illustrating media’s power to drive change, from village issues to urban development.
Through these campaigns, supported by MAC and led by Free Journalists, society saw firsthand the vital role that free media plays in their daily lives.
