TOY - Trainers Online for Youth
This is a reference for Ivana Sreckovic
The Young European Ambassadors (YEA) Summit was organized under the theme European Year of Skills to empower young change-makers from the Western Balkans and the European Union with the tools and knowledge needed to become effective advocates for sustainability, innovation, and European values. The Summit aimed to strengthen the YEA network by enhancing participants’ practical skills in communication, community engagement, and project implementation aligned with EU priorities.
Within this framework, my training sessions on Green Marketing: Communicating Sustainability Effectively addressed the growing need for young leaders to understand how environmental messages can be strategically communicated to inspire behavioral change, counter greenwashing, and promote authentic sustainability initiatives. The training aimed to equip participants with the ability to design green campaigns that are both impactful and credible, connecting environmental awareness with marketing and storytelling techniques.
The activities aligned closely with the YEA Network’s mission to empower youth across the Western Balkans to promote shared European values, sustainability, and active citizenship. It also contributed to the EU’s broader goals within the European Year of Skills, helping young people strengthen competencies for green and digital transitions.
The YEA Summit gathered over 80 Young European Ambassadors and coordinators from the Western Balkan countries (Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia, and Serbia) and the European Union. Participants represented diverse educational, cultural, and professional backgrounds, united by a shared mission to promote dialogue, inclusion, and sustainable development in their local communities.
The international trainer and facilitator team reflected the same diversity, ensuring cross-border cooperation, exchange of good practices, and intercultural learning. The Summit served as a platform for building long-term regional and EU-level collaboration.
The Green Marketing activities were implemented using non-formal learning methods that combined creativity, reflection, and teamwork. The included different approaches - from an interactive exercise titled Spot the Greenwashing, where participants analyzed real-world advertising examples to identify misleading environmental claims, to group-work that included using creative skills to create outline of green campaigns that may target the Western Balkan region.
Participants also worked in small, mixed-country groups to design their own micro-campaigns promoting authentic sustainability practices, applying storytelling, emotional appeal, and visual communication techniques. Pitching campaigns (final work) allowed each group to present and receive peer feedback, while a final reflection circle helped participants link marketing ethics with environmental values and youth advocacy.
The session enhanced participants’ ability to critically assess environmental communication and apply marketing principles in a socially responsible and sustainability-oriented way. Participants left with practical tools to design authentic green campaigns for their communities and YEA initiatives.
The Summit as a whole strengthened collaboration and knowledge exchange across the YEA network, fostering cross-border partnerships on green and digital topics. The success of the training was evident through the high level of engagement, creativity in campaign ideas, and follow-up discussions among YEAs who expressed interest in implementing green marketing projects post-event.
Documentation of the event is available on the official WeBalkans website: https://webalkans.eu/mk/yea/events/young-european-ambassadors-summit-european-year-of-skills/
https://webalkans.eu/en/news/young-european-ambassadors-summit-european-year-of-skills/
I was part of the trainers’ team at the Young European Ambassadors Summit, responsible for the design and facilitation of the Green Marketing sessions within the thematic area of environmental communication. My primary task was to guide participants through interactive and practice-oriented activities that demonstrated how marketing tools can be leveraged to promote sustainability and ethical communication.
Drawing on my professional background in media, PR, and strategic communications, I provided insights into identifying greenwashing, crafting authentic narratives, and aligning environmental messaging with organizational and community goals. I also supported participants during group work, helping them refine campaign ideas and translate concepts into actionable communication strategies.
I hereby confirm that Ivana has consistently delivered her work with exceptional professionalism and reliability. Throughout her engagement with the Young European Ambassadors (YEAs) network, she demonstrated dedication, strong organizational skills, and a high level of expertise. YEAs who participated in activities she coordinated expressed strong satisfaction with her approach, support, and overall performance.
Her contribution to the network has always been of the highest quality, particularly in the areas of marketing, entrepreneurship, and media literacy, where she brought both knowledge and innovation. Her ability to translate complex concepts into engaging and impactful activities has significantly strengthened the network’s outreach and impact.
I fully endorse her work and achievements, and I can confidently state that her involvement has been a valuable asset to the YEA network.