The “Leading the Way” campaign by UBT is a strategic initiative launched in June 2024 to position UBT as a leading institution for higher education in Kosovo and beyond. The campaign aims to unite young individuals by inviting them to become part of a leading institution, renowned for its excellence in education, innovation, and societal impact.
At its core, “Leading the Way” seeks to inspire, engage, and empower the next generation of leaders. It aims to bring together ambitious individuals from diverse backgrounds and invite them to join an institution that doesn’t just follow global trends — but sets them. UBT is widely recognized for its advanced academic programs, internationally accredited degrees, and strong partnerships with top global universities and industry leaders.
The “Leading the Way” campaign is built on several key elements that reflect UBT’s strategic vision and institutional identity. At its heart lies a belief in empowering youth through high-quality, internationally recognized education that equips them with the skills and mindset to become future leaders. It also emphasizes UBT’s global reach through international partnerships, student mobility opportunities, and dual degree programs, offering students the chance to connect with a global academic and professional network.
A central part of the campaign is its focus on societal impact — encouraging students to use their knowledge and leadership to contribute to sustainable development, community well-being, and positive change. Through the unifying message of #jointheLEADER, the campaign calls on ambitious individuals to become part of a vibrant, future-oriented academic community that leads with purpose and vision.
The hashtag #jointheLEADER is a key element of UBT’s “Leading the Way” campaign. It serves as a call to action, urging prospective students to connect with UBT — a leading institution of higher education in Kosovo and the Western Balkans.
From June 2024, data analytics reveal the significant digital impact of UBT‘s “Leading the Way“ campaign across social media platforms. On Facebook, the campaign generated an impressive 16.1 million views, reached over 2 million unique users, and achieved 157.4 thousand content interactions, reflecting strong engagement and audience connection. The official launch video alone gathered 2.2 million views, reaching 1 million views within just 8 days of release. Meanwhile, on Instagram, the campaign continued its momentum with 4.9 million views and a reach of 800,000, solidifying its presence among a younger, digitally active demographic. These analytics highlight the campaign’s broad reach, high engagement, and effectiveness in strengthening UBT’s message and brand visibility across digital platforms.
By joining UBT, students become part of a dynamic, future-oriented community that empowers them to lead in their fields, drive meaningful change, and contribute to both local and global development.