The organization’s history began in 2001 with a civic initiative by a group of journalists who came together to protect the rights of children and families in difficult life circumstances.

It all started with a photograph of a missing boy that was shown live on air. This approach helped: witnesses came forward, saying they had seen the child and knew where he was. Thanks to caring citizens and the information they provided, the child was successfully returned home.

For many years, the “Missing Children Search Service” has made every effort on a daily basis to help find every missing child. Over time, it became clear that creating a television program was necessary and useful, but not sufficient for a comprehensive solution to the problem.

To scale and deepen efforts to support children, the All-Ukrainian NGO “Magnolia” was established. It began actively cooperating with law enforcement agencies, social services, institutions, and the media, creating a network of support and assistance for children.

“Magnolia” became one of the initiators of movement to combat such a dangerous phenomenon as child neglect and homelessness.

Thanks to the joint efforts of the State and civil society, mass child homelessness was overcome by the mid-2010s, and children who were forced to beg were protected and taken from the streets.

However, new challenges emerged along with an ambitious goal — to ensure that every child grows up in a family environment. “Magnolia” expanded its activities to help find families for children or, at the very least, provide them with a family-like environment.

To effectively address such a global issue, in 2015 seven like-minded organizations joined forces to establish the Ukrainian Child Rights Network. As of 2025, the Ukrainian Child Rights Network already brings together 37 civil society organizations.

“Magnolia” did not stop and continued to expand its active work. In 2017, it became a co-founder of the “Coalition Against Torture”, serving as the organization responsible for media covering the activities of this powerful consortium.

At this stage, the organization focuses on highlighting the situation of Ukrainian civilian detainees and prisoners of war in Russia, as well as documenting war crimes committed by the Russian Federation, with a particular focus on crimes against children.

In 2017, “Magnolia” joined the International Federation “Missing Children Europe” from Ukraine, becoming one of the first organizations outside the EU to be admitted to this platform.

Since then, the organization has been coordinating the search for Ukrainian children across Europe, including cases related to war and migration.

In 2022, “Magnolia” significantly strengthened its activities in combating violence against children and created the StopCrime.ua tool to receive reports of any crime against a child and counter this phenomenon in cooperation with the National Police of Ukraine, the Cyber Police, social services, and the public.

In 2023, at the initiative of the Ministry of Digital Transformation of Ukraine, “Magnolia” launched the INHOPE hotline and became a member of the International Association INHOPE representing Ukraine.

This hotline operates in 53 countries worldwide with a single goal — to detect illegal content such as child sexual abuse material, identify its origin, and combat its presence online.

To achieve this, the All-Ukrainian NGO “Magnolia” cooperates with the Cyber Police of Ukraine and uses international tools to detect, analyze, and block content related to online sexual crimes against children.

In 2024, “Magnolia” initiated the establishment of the Safer Internet Centre in Ukraine

It is a coalition of organizations that implement three key components of the European model:

• Hotline
• HelpLine
• Raising awareness and education

Currently, the Safer Internet Centre coalition brings together six leading and most influential civil society organizations in Ukraine dedicated to combating online violence against children.

In 2024, the Safer Internet Centre joined the European initiative Better Internet for Kids on behalf of Ukraine, which aims to create a better internet for children and young people across Europe.

In 2025, “Magnolia” joined the WeProtect Global Alliance to protect children from the growing threat of online sexual exploitation and abuse.

In addition to its active civic work, the All-Ukrainian NGO “Magnolia” has, for many years, placed strong emphasis on raising awareness in the field of children’s rights, conducting informational campaigns and media advocacy.

To support this, it operates its own media platform, which brings together a television channel, internet radio, production, and social media.