The only positive news media in Ukraine may disappear

Invest in Good.

It is the only positive news media in Ukraine. And it might disappear.

Can you picture what a typical news feed or social media timeline looks like in Ukraine?

Actually, do not try to imagine it. It may be too stressful.

We will sum it up for you. 90% of the content is war, death, obituaries, searches for the missing, and other content that makes the grim reality of war even darker. This is what Ukrainians have seen every single day for the past three years – war outside their window and war on their smartphone screens.

ShoTam is a media outlet whose mission is to balance this flood of negativity. We believe in a constructive approach to news. We do not just highlight problems – we show solutions. We tell the stories of ordinary people overcoming the challenges of war and creating their own success, despite the odds. We amplify the good happening across Ukraine – because there is plenty of it. And we help vital social initiatives and small businesses secure financial support from hundreds and thousands of micro-donors.

However, at the start of 2025, we are facing an unprecedented challenge to our survival. President Donald J. Trump’s executive order, "Reevaluating And Realigning United States Foreign Aid," has frozen all international aid that the American people so generously provided worldwide.

60% of ShoTam’s funding came from projects financed by USAID. Now, our existence is under threat. And what makes matters worse, there’s a high chance that even after the 90-day freeze, our USAID-backed projects might never resume.

That is why we are making an urgent appeal to those who care around the world. Help ShoTam weather this storm and continue bringing hope to millions of Ukrainians.

Stories that bring hope

ShoTam is the only media outlet in Ukraine that started primarily focusing on stories of success of Ukrainians and opportunities for their development. Our heroes are people whose actions deserve to be known – those who continue to do good, no matter the circumstances. We create videos, animations, articles, explainers, and even comics on topics that inspire both us and Ukrainian society.

For example, it is the story of the sisters from Sumy – a region close to the border with Russia – who are reviving the ancient Trypillian art, a cultural heritage of the people who once lived on Ukrainian lands. Their story went viral on Instagram, gaining their page over 10,000 new followers. Orders poured in so quickly that they decided to open a store. That is the kind of impact ShoTam can have – kickstarting a small business with just one story!

Watch the story

Then there’s the story of 20-year-old Nikita, who became the guardian of two refugee sisters after bringing them back from Germany, but his new family needed a home. Thanks to our media coverage, nearly 150,000 UAH was raised, leaving Nikita overwhelmed.

Watch the story

We also shared the journey of Ivan Shostak, a soldier who lost his sight on the front lines, but found solace in crafting ceramics and dreamed of opening his own massage therapy studio. With the help of ShoTam’s community, he raised over 100,000 UAH and received numerous offers from supporters willing to donate essential equipment for his practice.

Watch the story

And that is not all. ShoTam tells stories and supports:

What does our name mean?

Our name, ShoTam, can be loosely translated into English as “What’s up”, but in Ukrainian, “sho” is more than just a question – it is also an exclamation, a connection, and a reaction. Much like our name, our content serves multiple purposes: we inspire, support, and spread the good.

Who created ShoTam and Why?

ShoTam is a project of the non-governmental organization “ICEBREAKER”, founded by two journalists from Luhansk – a region occupied by Russia since 2014 – Serhii and Artem. After relocating to the capital of Ukraine, Kyiv, they wanted to inspire change and create an independent platform that would highlight kind and beneficial grassroots initiatives, free from political or oligarchic influence.

Serhii Kolesnikov, co-founder and former editor-in-chief of ShoTam, now an active serviceman.

“ShoTam’s story is a series of lucky coincidences. I worked in television, but everywhere in the media, I saw only treason and negativity. I asked myself: ‘Is nothing good happening?’ That’s when we decided to tell stories of positive change. Seven years later, we are still doing just that.”

Artem Ipatov, co-founder of ShoTam, CEO.

“Great projects are born in garages – or in our case, in a cold office inside a pastry workshop. I remember our first video about a man who was planting sunflowers and periwinkles around terraces and roads. It was such an inspiring story that went viral and brought in the first millions of views. I was editing the videos, while Serhii was writing the articles.”

In 2025, ShoTam employs over 30 people. We’ve created thousands of videos, hundreds of longreads, and dozens of awareness campaigns. Our videos reach 75 million views each month. Our partner media ecosystem – including TV channels, online media, and print outlets – reaches over 18 million people. Every day, along with our content, these individuals receive a little bit of hope and inspiration.

Our social media presence:

530,000 followers on Facebook

259,000 followers on Instagram

105,000 followers on Twitter (X)

189,000 followers on YouTube

Why is advertising revenue not enough?

We adhere to a sustainable approach in our content, which means the budget is limited. What does this mean? We don't work with alcohol, pharmaceutical, or gambling companies. Meanwhile, after the outbreak of the full-scale invasion and the collapse of the advertising market in Ukraine, these sectors became the largest advertisers. By choice, we forgo these revenue streams to avoid causing harm to our audience.

Why is reader support not enough?

Before 2022, we had a successful reader support program that covered a third of our annual budget. Several hundred of our brand lovers subscribed to provide monthly support for our media. However, after the invasion began, the number of donors dramatically decreased. We did not consider it was morally right to run campaigns to attract new members during a time when every cent was needed to support our military.

Why do we need your support?

ShoTam is launching a fundraising campaign to raise $60,000 to sustain our operations for the next 90 days, during the pause in USAID funding. Throughout this period, we will continue our projects and ensure salaries for our team.

We are not passively waiting for the return of support from the American people – we are actively seeking additional funding sources. These could include transparent and sustainable Ukrainian businesses, as well as European donors. We believe that three months will be enough to prepare for any upcoming challenges and changes in the situation.

Thank you to everyone who supports independent, constructive journalism!