The “Imagine” campaign unites thousands of people from the region around one goal: breaking stereotypes and fostering equality and inclusion

“Imagine a new reality where equality, diversity and inclusion prevail” – this was the message of the three-months online campaign launched by UN Women across the Western Balkans. Inspired by John Lennon’s song “Imagine” the campaign reached more than 4.2 million people through social media in Albania, Bosnia and Herzegovina, Kosovo^[1], North Macedonia and Serbia.

Launched in February 2024 the campaign engaged thousands of people, tackling the pervasive issue of gender inequality and calling on people to challenge gender stereotypes, discrimination, and legacies of the past.

The campaign was built upon UN Women’s Voices of YOUth regional research, conducted in the targeted countries and territories, that explored the linkages between gender equality and social cohesion from a youth perspective. This youth-led regional research found that “stereotypes, discrimination, and gender-based violence negatively impact people’s wellbeing. Nearly 70% of young people stated that hate speech divided society, emphasizing the urgent need for action.”

With these insights in mind, the “Imagine” campaign set out to challenge prevailing narratives, stereotypes, hate speech, discrimination through positive messaging and fact-based storytelling. Messages such as "imagine opportunities" instead of obstacles, "imagine emotions” instead of toxic masculinity and "imagine hugs" instead of conflicts, were disseminated across various social media channels. These messages aimed to inspire audiences to envision a world of diversity and inclusion, and to encourage them to speak up and take action.

The success of the campaign was largely attributed to its collaborative approach. UN Women offices across the region teamed up with young journalists, musicians, artists, civil society activists, and social media influencers, significantly extending the initiative's reach and engaging diverse audiences. Additionally, young people from across the region shared their personal stories of experiencing and challenging discrimination based on gender, disability, or ethnicity. These stories were widely disseminated through traditional and social media, reaching over 13,000 people.

At its core, the “Imagine” campaign embodied the transformative power of imagination. By envisioning new narratives and pathways towards social cohesion, the initiative ignited hope, inspired action, and paved the way for a more inclusive and equitable future in the Western Balkans. The Youth for Inclusion, Equality & Trust Initiative was implemented by UN Women, UNDP, UNFPA and UNESCO.

Learn more about the campaign here.

^[1] All references to Kosovo shall be understood in the context of the UN Security Council Resolution 1244 (1999).