By Hilma Unkic
How social media stars work together with NGOs to promote worthwhile causes and challenge societal norms.
From travel tips and lifestyle advice to parenting and wellness, influencers in Bosnia and Herzegovina, like everywhere, thrive on relatable topics that attract loyal followers. But beyond their usual content, they occasionally step up to address important social issues, often in collaboration with civil society organizations.
Ivana Jankovic, an illustrator and influencer from Banja Luka, is one such example. With over 30,000 followers on Instagram, she uses art to inspire and challenge. Her audience – primarily women – tune in to her mix of humor, empowerment advice, and thoughtful commentary on social concerns. One of her most successful collaborations with the non-governmental sector was with UN Women BiH during last year’s edition of the annual “16 Days of Activism Against Gender-Based Violence” campaign.
During the campaign, Jankovic’s powerful illustrations were widely shared, and featured in an exhibition at the Historical Museum in Sarajevo. She also participated in a panel on the role of art in combating violence against women and girls.
“In these campaigns, I always learn something new – statistics or insights from new research. But most importantly, they show real ways to support victims, empower them, and guide them toward help,” Jankovic says.
When she posts about sensitive topics like violence, women often reach out with their own stories. Jankovic doesn’t just listen: she directs them to resources and offers empathy and support.
“I know it sounds cliché, but if I help just one person, I feel like my mission is fulfilled,” she says.
Social Media Driving Social Change
The Bosnian branch of UN Women frequently works with influencers because they can reach people who might not typically engage with issues such as gender equality. These social media personalities don’t just have large followings – they have trust. That trust makes a difference when sharing messages that need to stick.
“Their platforms allow them to share critical messages, and we see this as a valuable opportunity to raise awareness about issues like gender-based violence, gender equality, and women’s rights,” UN Women BiH said in a statement.
The collaboration begins with influencers receiving a brief overview of the topic, after which they have the creative freedom to develop content that aligns with their style and platform.
This allows them to engage in a way that is meaningful to them while ensuring their message resonates with their audience, the organization said.
Influencers Rally Around Humanitarian Causes
Brankica Rakovic – magazine editor, host of the women’s rights show “Oslobodjena” (“Liberated”), and an influencer with nearly 90,000 followers – is another advocate using her platform for change, cooperating with UN Women, among other organizations.
As a two-time cancer survivor, Rakovic has worked closely with Race for the Cure, a charity in support of women battling breast cancer.
Over the years, the event has united over 90,000 people from 40 cities and communities across Bosnia, raising more than 200,000 Bosnian convertible marks (about 100,000 euros)last year and again at this year’s race in late September. A big reason for its success? Influencers and other well-known figures who regularly promote the run.
“Being part of this isn’t just a responsibility – it’s a privilege. I’m alive, and I have the chance to share this message. Every penny raised is precious to me,” Rakovic says.
In another example of influencer power, the “You Could Be That Person” campaign, launched last year by the Tuzla Community Foundation and influencer Mirza Mustafagic, mobilized the public to raise funds for new medical equipment and to refurbish the oncology ward at Tuzla’s hospital.
The fundraising drive brought it about 320,000 marks, far exceeding the initial goal of 70,000.
“This campaign, unlike many others, truly demonstrated the strength of people across Bosnia and Herzegovina united for the common good. It fostered a sense of solidarity and pride because together, they contributed to something bigger than themselves,” the Tuzla Community Foundation wrote in their letter of thanks.
The Responsibility of Influence
At the Conference on Responsible Influencing in Mostar, the role of influencers was a central theme. Organized by the Local Democracy Agency, a local NGO, the event in October 2023 aimed to explore the online space as an important public forum.
With 11 influencers from Bosnia and the region present, the discussions centered on creating content that drives positive social change. A session titled “Idols with a Sense of Duty” examined how influencers must consider the impact of everything they post.
“Influencers are role models for children and young people. I’d say they carry a heavy burden of responsibility, which comes with the profession they’ve chosen,” says Maja Vejzovic of the Local Democracy Agency.
Non-governmental organizations also bear responsibility when selecting influencers for their campaigns. Brankica Smiljanic, a Sarajevo journalist specializing in social media, points out that many NGOs in Bosnia choose influencers based on follower count, which isn’t always the best strategy.
“For instance, choosing a beauty influencer for a socially engaged campaign that they have never been part of before. People can’t identify with that person in that sense,” Smiljanic explains.
Brankica Rakovic agrees, stressing that NGOs should carefully consider their target audience. Campaigns need to speak to people who aren’t already familiar with the issue. Likewise, not every influencer is suited to every topic.
She says, “Their background, the way they communicate with their audience, and their target group matter.”
At UN Women BiH, influencer partnerships are about more than just reach – they’re about values. The organization prioritizes influencers who demonstrate a genuine commitment to gender equality and women’s empowerment. They’re also mindful of social media’s polarizing nature.
“Influencers should be carefully vetted to avoid reputational damage and ensure collaborations with those who will represent the cause authentically and responsibly,” the statement from UN Women BiH said.
Hilma Unkic contributes to several media outlets in Bosnia and abroad, writing mainly on human rights, protection of marginalized groups, and media development. She also works as the communications officer at the South East European Network for Professionalization of Media (SEENPM).
This article was originally published on Transitions Magazine.