Images of the Balkan War of the late 1990s broadcast around the world had left an enduring impression.

Ten years on, a troubled image remained.Research in 6 countries presented a challenging starting point; an image rooted in the past, with associations of 'War', 'Poverty', and 'Refugees'. We would need to dramatically shift perceptions from the problems of the past, to the potential of the future.Audiences included world governments, investors, donors, neighbouring countries, Kosovars themselves, the EU, and tourists.We found the answer on the streets of Kosovo - in the masses of young people we saw everywhere around us.In fact, Kosovo has the youngest average age of any European country - only 25.

Few things have greater potential than the power of youth.Our aim was clear: To bring the spirit of youth to the old continent.

Kosovo - The Young Europeans

A public diplomacy campaign combining paid-for and free media:First spot aired 26/10/09*, on CNN, Euronews, Sky, with print in Economist, Newsweek.Political and business leaders targeted with European Voice, The Banker, in-flight magazines on Austrian Air, Brussels Airlines.For Kosovo's 2nd Independence Day - 17/2/10 - people around the world were invited to record and upload video greetings. Best clips aired on CNN.

New 'Arabic' version of commercial aired on Al Jazeera.Ads in El Pais, El Mundo targeted Spanish leaders - Spain held EU presidency at that time.Europe Day 6/5/10 – ads in newspapers of the 'non-recognizing' EU countries: Spain, Romania, Greece, Cyprus, Slovakia.

In Brussels, boxed puzzles were delivered to 250 MEPs.Branded events across Europe: - Leadership training- Sporting events- Film festivals- Rock concertFeatured during Kosovo visits of Joe Biden, Bill Clinton, Tony Blair, and Hillary Clinton.* see Confidential Information

With less than 0.5% of global spend on place branding the campaign has achieved the following:13 more countries recognised Kosovo's independence; Kosovo's legitimacy was upheld by The Hague (ICJ).Campaign received special mention from Tony Blair who said:"I love your recent publicity slogan - Kosovo: the Young Europeans.You are the newest country in Europe with also Europe’s youngest population."Hillary Clinton - US Secretary of State, commented on 'youngest in Europe: "Now that's exciting to me".Dozens of international news sites covered the campaign.Best Ad Of The Day on CampaignLive and Adforum.The work had a major effect on people exposed to it.

In a survey with 900 European respondents, after being shown the ads, attitudes changed dramatically:Kosovo's image - Before exposure Kosovo's image - After exposure Young 20%- 67%Positive 33%- 78%European 27% - 61%Optimistic 26%- 68%Source: AMR Research - London