National Campaign “It’s normal. Get Used to It!” launched in Albania to challenge anti-rights narratives

Tirana, 25 April 2026 – PINK Embassy Albania and its partners today launched a new national campaign centred around a simple yet direct message: “It is normal to be LGBTIQ+. Get used to it.”

Led by PINK Embassy Albania, in cooperation with close civil society partners such as CRCA-ECPAT Albania, ALO 116-111 Albania and iSIGURT.al, the campaign aims to challenge prejudice and change the way Albanian society perceives diversity and the rights of LGBTIQ+ people by promoting new narratives that support respect, living with dignity and social acceptance.

Rather than engaging in lengthy debates or complicated narratives, the campaign is built around a simple idea: many things in our lives are different, and that is normal. In the same way, sexual orientation and gender identity are also part of this normality.

The first campaign post, published today on social media, sets this tone by connecting everyday situations with messages of acceptance and respect. Through a clean visual approach and short messages, the campaign aims to be understandable, relatable and easily shareable by everyone. At the same time, the campaign is based on creating provocative and humorous situations in order to bring a more positive perspective on LGBTIQ+ rights in Albania into public discourse, which still remains highly prejudiced and resistant to acceptance.

A campaign that speaks the language of everyday life

“It is normal to be LGBTIQ+. Get used to it!” seeks to move away from traditional awareness-raising approaches by using direct and simple language that feels close to the Albanian reality. It does not seek to persuade through complicated arguments, but rather to encourage reflection through the normalisation of diversity.

The campaign will mainly be developed online through posts, short videos and the engagement of young people and partner organisations across the country. An important component of the campaign is the involvement of young people in creating and sharing their own versions of the message, making it more authentic and relatable to the public.

A call for cooperation

From the very launch of the campaign, PINK Embassy Albania has invited public institutions, civil society organisations, international partners, media representatives and citizens to become part of the initiative by sharing the campaign messages and contributing to a more open and inclusive society.

Change begins with the way we speak and react to one another. Sometimes, one simple sentence is enough to start it: It is normal. Get used to it.

For more information, contact:

PINK Embassy Albania
E-mail: pink@pinkembassy.al