To raise public awareness of the role journalists play in safeguarding democracy, the Latvian Journalists’ Association (LŽA) is launching its “ŽurnālĪSTI” campaign on 12 October 2026. The campaign will highlight why society needs independent journalists who verify statements made by politicians and public officials, uncover information that has been withheld, and demand answers to uncomfortable questions.
“Real journalists don't let the wool be pulled over people's eyes”, “don't allow unpleasant truths to be covered up”, “don't let reality be embellished”, and “don't let fairy tales pass as facts” are some of the campaign's key messages. They draw attention to situations in which journalists' questions and investigations help uncover more than those involved were initially willing to disclose.
The campaign's title, “ŽurnālĪSTI”, emphasises the Latvian word īsti (“real” or “genuine”), referring to the professional standards journalists must uphold in their work: verifying information, seeking evidence, working independently, and taking responsibility for what they publish. This also means being transparent about what remains unknown, acknowledging mistakes, and correcting them. These principles provide audiences with a basis for assessing the work of journalists and media outlets.
In the campaign videos, images obscure parts of the text, changing the viewer's perception of the news story. When the images are removed, the full story becomes visible. The videos refer to the “Rīdzene conversations”, the so-called “nano-water” procurement scandal, the Rail Baltica project, the country's preparedness for crises, and other issues. In this way, the campaign illustrates how facts of public importance can remain hidden behind an appealing announcement or a convincing promise.
It is the job of journalists to uncover these facts. This requires examining documents, comparing data, verifying sources' statements, and repeatedly approaching those responsible when questions remain unanswered. Journalists must establish not only what happened, but also why it happened and what consequences followed. Audiences, in turn, should be able to understand what evidence a news report is based on and which aspects remain unclear.
This work matters for very practical reasons. People need to know how their tax money is being spent, whether public institutions are fulfilling their responsibilities, and how decisions taken by those in power will affect their lives. Journalists also listen to people whose complaints have been ignored, investigate their accounts, and demand explanations from those responsible. A published investigation can finally bring attention to a problem that has been neglected for a long time.
Following elections, it is particularly important to monitor politicians' promises and the process of negotiating political agreements. Voters have the right to know which promises parties are abandoning, what they are committing to deliver, and how they justify their decisions. Journalists have a duty to recall previous statements, compare promises with actions, and demand explanations. Politicians' accountability to voters continues throughout their entire term in office.
The LŽA also emphasises journalists' responsibilities towards the people they report on. Allegations must be substantiated, those criticised must be given an opportunity to respond, and facts must be clearly distinguished from commentary. Individuals' privacy must be respected, and sources of information must be protected. Media organisations themselves must also be prepared to answer questions about their work and explain their editorial decisions.
For journalists to work in the public interest, they must be free from political and economic pressure. A critical article or an uncomfortable question must never become grounds for threats, harassment, or obstruction of their work. The LŽA calls on politicians, public officials, and other influential figures to respect media independence and provide answers even when they find the questions uncomfortable. Attempts to silence journalists deprive society of access to information that matters to it.
All Latvian media outlets, national and regional, public service and commercial are invited to share the messages of the “ŽurnālĪSTI” campaign, regardless of whether they are members of the LŽA. The Association encourages media outlets to publish the campaign videos and share them on social media.
Newsrooms can also complement the campaign with examples from their own work: how a misleading claim was verified, how a concealed fact was uncovered, or how an answer was obtained when those responsible were initially unwilling to provide one. Such stories help audiences understand how news is produced and why journalism requires time, expertise, and independence. The LŽA also encourages media outlets to use the campaign as an opportunity to engage with their audiences about what people expect from journalists and the criteria by which they assess their work.
The campaign is implemented by the Latvian Journalists’ Association as part of the Council of Europe’s Journalists Matter Campaign for the Safety of Journalists in Latvia.
