Growing up in an Albanian-British household, I witnessed the abuse suffered by members of the LGBTIQ community in my native country of Kosovo. Being a part of this community is deemed wrong, and in certain cases, illegal, such as if you desire to alter your gender. In Kosovo, there is a significant lack of concern for those who are a part of this, even if it is as basic as giving some sympathy. For my third-year assessment, I had the option of choosing a brand to work with that may assist alter a societal issue, as well as who I would target and speak to. I have the opportunity to visit Kosovo every summer, therefore I am familiar with the Polimark (ketchup sauce) brand that they use there.
I wanted to employ a well-known balkan brand that was relatively inexpensive to assist shift people's unfavourable mental processes in Kosovo. My plan was to target people aged 20 to 50 because people under the age of 20 already love and accept the LGBT community, whereas people aged 50 and onward find it more difficult to change their mentality and thought process because they've been raised with faith but also tradition, so I believe people aged 20 to 50 will find it easier to change their
mentality and thought process. Retailers in Kosovo, as well as a charity and organisation named CEL Kosova, were the stakeholders I chose.
In the future, I want to return to my home country and assist with social issues that affect individuals, because altering the way the nation speaks and thinks will be a significant step forward for a country that aspires to join the European Union. As a result, I'd like to be a part of it since I feel that collaborating with companies may assist bring about change.
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