STB, part of Starlight Media, has won a Bronze Cannes Lion in the Diversity & Inclusion in Entertainment category — for the campaign behind the inclusive season of The Bachelor Ukraine with Oleksandr Teren, a war veteran, writer, and public figure.

“This is the first-ever Cannes Lions awarded to a Ukrainian TV promo — and for us, it’s more than a trophy. It’s a sign that stories born from courage, sensitivity, and purpose resonate far beyond borders. Season 13 of The Bachelor Ukraine was unlike any other. For the first time in the global franchise’s history, the lead was a person with a disability — someone who had lived through the trauma of war and found new meaning on the other side of it,” SLM said.

As Olena Martynova, CMO of Starlight Media and CEO of Starlight Creative, shared: “We understood that we had to become the country’s key partner in shaping a new culture of perceiving veterans, rethinking trauma, and discovering closeness after it. This is Starlight Media’s mission. We had nowhere to copy from — the Ukrainian challenge is unique in its scale and sensitivity. That’s why we searched for the best possible response with the utmost attention, deep dialogue, and an open heart. We’re grateful to Warner Bros. International Television Production for their trust and to the Cannes Lions jury for this recognition — we hope it becomes the beginning of a global effort in this mission.”

The campaign’s message reached far beyond SLM's expectations. It became the most internationally covered season of the Ukrainian adaptation in the franchise’s history — and continues to start meaningful conversations across the world.
As Lidiia Pankiv, CMO of STB, puts it: “What we created with love in Ukraine is being embraced with love globally. We’re especially proud that the loudest voice here is the one of inclusivity and dignity.”

For Yana Honcharenko, Chief Communications & Sustainability Officer, the impact is personal: “This campaign reflects our values in action. The whole team was driven by the mission to shape a fair portrayal of veterans’ experiences and to challenge the stereotypes standing in the way of their reintegration into civilian life. We listened, we learned, and we sought a path that would help ensure that, when someone asks: ‘What can a veteran with a disability do?’ — the answer from Ukrainian society would be: ‘Absolutely everything.’”

This award belongs to every storyteller daring to challenge norms — and to every veteran whose story deserves to be seen, heard, and celebrated, SLM concluded.