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.
UBT’s Leading the Way in Western Balkans
#jointheLEADER
UBT’s 2025 campaign, titled “UBT’s Leading the Way in Western Balkans – #jointheLEADER”, is a natural and strategic continuation of the highly successful 2024 campaign “Leading the Way.”
Officially launched on May 14, 2025, the campaign aims to strengthen UBT’s identity as a modern, international, and innovative institution by uniting a broad audience from all Albanian-speaking regions and strengthening connections between academic communities across the region. It delivers powerful messages encouraging youth to join an institution that inspires leadership, innovation, and global success.
Purpose and Strategic Vision of the 2025 Campaign
The campaign aims to:
- Inspire the new generation of leaders,
- Engage youth in an innovative academic environment,
- Empower students to face future challenges,
- Unite all Albanian-speaking territories under a shared educational platform,
- Promote UBT’s role as a leader in the Western Balkans in education, technology, and society.
Regional Reach and Unifying Message
A key element of the 2025 campaign is its regional approach.
The campaign began with the launch of the official video in Tirana, Albania, which generated around 1.7 million views, and then expanded to:
- The Presheva Valley,
- North Macedonia,
- Montenegro,
- And then to 7 major cities in Kosovo, covering all regions.
This strategic configuration positions the campaign as a project that supports UBT’s vision of serving as the central platform for modern education across the Albanian-speaking region.
#jointheLEADER – A Call to Join Leadership
Just like in 2024, the 2025 campaign emphasizes the message #jointheLEADER, inviting young people to become part of a vibrant, advanced, and future-oriented academic community. The hashtag reinforces UBT’s identity as an institution that leads with vision and motivates students to take on leadership roles in their fields.
Digital Results of the 2025 Campaign (May – November 2025)
The 2025 campaign achieved remarkable growth in digital engagement and visibility, surpassing even the success of the previous year.
From May 14 to November 14:
- 36.1 million views
- 122.5k content interactions
- 80.1k link clicks
- 314.6k page visits
- 12.9 million views
- 691.4k reach
- 68.9k content interactions
- 174.6k visits
- 1.1 million views
- 777.3k reach
- 32.5k profile views
These impressive results demonstrate the campaign’s powerful presence on social media, making UBT one of the most visible institutions in the region in the domain of digital education.
Beyond numbers and visibility, the “UBT’s Leading the Way in Western Balkans” campaign has had a direct impact on:
- Empowering youth,
- Ensuring equal access to quality education,
- Building integrated academic communities across the region,
- Promoting innovation and sustainable development,
- Strengthening the Albanian academic identity in the Western Balkans.
Students who join UBT become part of a community that supports them to grow as leaders, creators, and professionals ready for the global market.
The 2025 campaign marks another major milestone in UBT’s journey toward regional and global leadership. It not only consolidates UBT’s position as a leader in the Western Balkans but also strengthens its mission of providing modern, inclusive, and future-oriented education.