Founded in 2018 by the Canadian Journalism Foundation, the campaign has expanded significantly through its partnership with the World Association of News Publishers (WAN-IFRA). This year, the focus shifts to transparency: media organizations are encouraged to pull back the curtain on their editorial processes, showing audiences the rigorous work required to produce accurate reports. Stig Ørskov, CEO of WAN-IFRA, noted that while newsrooms excel at reporting on others, they have historically struggled to articulate their own professional value.

The initiative arrives at a precarious time for the industry, marked by shrinking budgets and widespread newsroom closures. Branko Brkic, founder of Project Kontinuum, argues that the collective action serves as a vital rallying point rather than a fundraiser. By coordinating their message across dozens of languages, these outlets aim to prove that a society committed to verifiable facts remains capable of navigating complex global challenges. Participating newsrooms have until October 1 to showcase their methods and engage their readers under the banner of protecting the public's right to know.