The Canadian Journalism Foundation (CJF), alongside the World Editors Forum and Project Kontinuum, is spearheading the effort to combat the dual threats of shrinking newsroom budgets and the proliferation of AI-generated misinformation. While the industry has historically focused on external narratives, organizers are now pivoting to demonstrate the rigorous work behind fact-based reporting. Stig Ørskov, CEO of the World Association of News Publishers, noted that media outlets must become more adept at telling their own stories to survive in a challenging landscape.

Since its inception in 2018 with only 17 participating organizations, the event has expanded significantly. By aligning with the UN International Day for Universal Access to Information, the campaign seeks to provide a collective platform for newsrooms to prove their value. Branko Brkic, founder of Project Kontinuum, emphasized that the initiative is not a fundraiser but a strategic rallying point. By presenting a unified front in over 17 languages, participants aim to prove that a society prioritizing verified facts remains capable of navigating complex global crises.