Outstanding rural and regional women are again being celebrated this year through an award scheme promoted by News Corp Australia in conjunction with one of its biggest advertisers.

The Shine awards – which recognise women whose efforts “make their communities better places to live and work” – is the result of a six-year partnership between rural newspaper the Weekly Times and retailer Harvey Norman, through chief executive Katie Page.

A highlight of last year’s awards was a get-together for winners at the Murdoch family’s Cruden Farm estate in Victoria.

Herald and Weekly Times chairman and News Corp Australia community ambassador Penny Fowler launched the awards this week with Page, describing the women it celebrates as the lifeblood of their rural and regional communities.

Page said Shine was “no longer a concept (but) a fantastic, vibrant community”.

A three-month campaign will be supported with digital and print advertisements, and culminate with a special 32-page liftout in November, sharing stories of all the category finalists and announcing the six category winners and youth award winner, each of which will win a $2500 shopping voucher, with $5000 for the overall winner. Categories recognise belief, courage, dedication, grace, passion and spirit.

Last year’s overall winner, Victorian entrepreneur Tamsin Carvan was honoured for her efforts in boosting fortunes of local producers in her South Gippsland region.