The European Union Delegation to Albania launched a new environmental communication project today at Europe House in Tirana. Titled EU4GreenGen, the project aims to raise awareness about environmental issues—such as circular economy, biodiversity, and waste management—while fostering behavioural change and supporting Albania’s alignment with EU environmental standards.

With a total budget of nearly €1.5 million over the next three years, the EU and its partners will roll out a series of national and regional campaigns designed to support Albania’s transition toward a sustainable, circular, and inclusive green economy, in line with its EU accession process.

Hubert Perr, Head of Cooperation at the EU Delegation to Albania, highlighted the broader significance of the initiative:

"The EU accession process isn’t just about adopting laws—it drives real societal transformation. Environmental legislation is one of the most complex and costly areas of EU integration, yet it brings immense long-term benefits, which are not only vital for the environment and the health of citizens, but also create investment opportunities, new jobs, and sustainable tourism and growth."

With EU4GreenGen, we aim to inspire behavioural change, build knowledge, and foster civic activism towards the value of the environment and nature. We want to forge strong partnerships with government, civil society, media, and business—working together for the benefit of Albanian citizens.

Sofian Jaupaj, Deputy Minister for Tourism and Environment, emphasised the importance of timing and vision:

“This project comes at a crucial time in Albania’s EU accession journey. Our country is rich in natural heritage and biodiversity and has significant potential to lead in circular economy practices. Communication and education are just as essential as policy in this transition. EU4GreenGen will enhance environmental education, promote best practices, and empower young people, the media, and local communities to become champions of sustainability. The transition to a green economy is not only a national goal, it is a shared responsibility—and this project puts people, stories, and values at its core.”

The initiative will deliver six comprehensive, multi-channel, and evidence-based campaigns on advancing environmental protection and waste management, promoting sustainable business models, preserving biodiversity, and embedding circular economy principles into daily life. A central goal is to boost public understanding of the EU’s support for Albania’s environmental reforms and the benefits of aligning national policies with EU legislation.

The project will actively engage communities across all sectors—youth, civil society, local authorities, and businesses—using a blend of traditional and digital media, stakeholder forums, youth outreach, public dialogues, press trips, and media events to spark inclusive environmental action. All content will be carefully crafted to ensure cultural relevance, gender sensitivity, and a strong focus on innovation and youth empowerment.

Through EU4GreenGen, the EU reaffirms its commitment to Albania’s sustainable development—promoting a resilient, forward-looking economy and safeguarding the country’s natural heritage for future generations.