Over the past three decades, Albania, Bosnia and Herzegovina, Montenegro, North Macedonia, Serbia, and Kosovo* have undergone significant transformations, starting with the collapse of communism across Eastern Europe, followed by the disintegration of Yugoslavia and the resulting conflicts. Peace agreements and constitutional reforms have helped most parts of the region transition out of conflict. Authorities have also implemented ambitious socio-economic, administrative, and governance reforms, committing to the path of EU accession.

However, challenges to peace and regional stability persist. There are significant gaps in social, economic, and political inclusion, with limited participation in political and civic life. Constructive dialogue is often lacking, and differing narratives about the past, present, and future contribute to division.

The rise of divisive narratives and rhetoric underscores the need for more constructive, fact-based discourse within and across communities and countries. These divisive narratives, particularly prevalent online and on social media, as well as in public debates, political rallies, and social interactions, threaten to deepen regional mistrust and grievances.

With high levels of youth emigration, young people remaining in the region continue to grapple with the legacies of the past, especially those in ethnically segregated areas and schools. Some commentators suggest that intergenerational trauma and nationalist narratives have hardened youth identities and views of the "other."

Traditional gender norms remain strong in the region. The toxic and militarized masculinities, as well as the exclusion of women from public life and peace negotiations, are legacies of the past that perpetuate violence, particularly against women. Hate speech in the region is often fueled by misogynistic and homophobic rhetoric, especially on social media. The rise of "gender ideology" has also reinforced rigid gender stereotypes.

The COVID-19 pandemic has exacerbated these issues, leading to increased divisive rhetoric, new forms of violence and cyberbullying, inter-ethnic tensions, and discrimination against minorities and marginalized groups. The pandemic has also reinforced traditional gender norms, deepened gender inequalities, and highlighted violence against women as a widespread issue. Additionally, the economic downturn caused by the pandemic has severely impacted young people's livelihoods and undermined societal expectations of young men as providers and decision-makers.

This project addresses the need for a regional approach to promoting constructive narratives as a counter to divisive discourse. It aligns with the EU enlargement strategy and accession requirements, the Western Balkans Regional Cooperation Council (RCC) Strategy and Work Programme 2020-2022, the Joint Declaration on a Western Balkans Agenda on Innovation, Research, Education, Culture, Youth and Sport 2020, and the EU Youth Strategy 2019-2027.

In the context of this joint project, UNDP and UNFPA Albania are partnering with the Minister of State for Youth and Children, the Department of Journalism and Communication, media outlets, and sports associations. The project targets young journalists, youth engaged in sports, youth municipal councilors, and vulnerable and marginalized youth to involve them in activities that counter hate speech, divisive narratives, traditional gender norms, and toxic masculinity while promoting trust, inclusion, and equality.