In recent times, initiatives to protect the river Vjosa have been on the rise. This waterway runs untamed from its source in Greece to the Adriatic coast in Albania, embracing a mosaic of habitats and cultures that have been tied to it for thousands of years. It remains the last wild river in Europe.
The Albanian NGO EcoAlbania, in collaboration with the international brand Patagonia, initiated “Vjosa Forever”, a movement that chronicles the ongoing struggle to protect the future of this unique river system from hydropower plants and other projects that will impact its ecosystem irreversibly.
A short film titled “Vjosa Forever – Protect Europe’s Wild Rivers” was launched by Patagonia during early March. It documents the unimaginably beautiful landscapes while explaining why it is paramount for Vjosa to achieve the National Park status. This status would serve as the only protection for the river’s untamable beauty and for all the people and families that from generations farm its valley. This will also make Vjosa the only Wild River National Park in Europe.
McCann Tirana was entrusted with the implementation of a national campaign that followed the documentary. The advertising campaign was purposely set during the election campaign in Albania to bring more attention to this issue and hopefully spur a discussion on its status with political figures. The campaign TVC was created by the agency, and was narrated by one of the most distinguishable voices of Albanian film history. The message echoed through the most renowned national televisions, OOH, digital and print.