OSCE-led “No Shortcuts” campaign in Albania reaches over 1.1 million people, challenging youth crime narratives

The OSCE Secretariat and the OSCE Presence in Albania, in co-operation with the Ministry of Justice of Albania and its Crime Prevention Centre for Juveniles and Youth, have successfully concluded the “S’ka Shkurt / No Shortcuts” awareness campaign on youth crime prevention, reaching over 1.1 million people across social media platforms.

Launched in February 2026 in Tirana, Albania, the campaign aimed to counter the growing appeal of criminal lifestyles among young people by challenging misleading narratives around fast money, status and power. Through a series of short videos and digital storytelling, the campaign promoted authentic voices and real-life experiences, encouraging youth to make informed and positive life choices.

At the core of the campaign were powerful testimonies from young people who had experienced the consequences of crime and chose to rebuild their lives, alongside stories of athletes, actors, TV hosts and entrepreneurs who achieved success through perseverance and hard work. By combining peer-to-peer communication with relatable role models, the campaign sought to foster trust, reflection and positive behavioral change among young audiences. 

One participant featured in the campaign, a 17-year-old from Tirana who had previously been in conflict with the law, shared his story: “I thought I was helping my family… I started dealing [drugs]. At first, it went well. Then your hunger grows. They caught me. Juvenile detention is no joke. That is when I realized this was a dead end,” he recalled. “Today, I am learning a trade. Working with wood. There is money in it. I want to be my own boss,” he added, highlighting the importance of making the right decisions early on.

Offering a different perspective, Luiza Gega, European champion in the 3000 meters steeplechase and one of Albania’s most accomplished athletes, shared her experience of perseverance and long-term commitment to excellence. “When you try to bypass the difficult path, you risk losing everything, even yourself,” she emphasized, reflecting on her journey. “There’s no shortcut to greatness, every small step matters. Life is not a sprint, it is a marathon,” she says, encouraging young people to invest in themselves rather than seek quick rewards.

By addressing the root causes of youth vulnerability to crime, including social pressure, online influence and the illusion of quick success, the campaign contributed to ongoing efforts to prevent youth involvement in criminal activities.

The “No Shortcuts” campaign is part of the OSCE extrabudgetary project “Enhancing youth crime and drug use prevention through education on legality and awareness campaigns addressing threats of organized crime and corruption”, funded by Italy with additional support from Andorra, Finland, Germany, Norway, Poland and Thailand.