Air quality, water, climate risk, a new financial product — for a decade I've turned the technical and the abstract into stories that move people to act. This is some of that work.
A pollutant you can't see. A water system most people never think about. A green deposit that sounds like paperwork. My job is to translate these into something human — and then design the campaign, the launch, the product that gets people to move.
— turning Kosovo's dirty air into something you can act on.Kosovo has some of the worst air in Europe, yet the danger is invisible. We built Rea for the Millennium Foundation Kosovo's Big Data Air Quality Challenge: an app that reads the air around you and answers the only question that matters — what should I do today?
I led the whole journey — concept, funding, design and partnerships — and built a 30-person team spanning public health, environment, design, sound and development. To make every recommendation trustworthy, I brought in the Hydrometeorological Institute of Kosovo and the National Institute of Public Health.
The result wasn't a dashboard of numbers. It was 200+ plain-language health actions, personalised to the air you're breathing — plus calming wellbeing content, including nine audio sleep stories. We launched at a public event with government and donor partners, reached 1,000+ downloads and 1,000+ followers in two months, and earned coverage across print, radio and TV.
Under Tarina's leadership the team exceeded expectations… a clear indication of professionalism, inventive thinking, and exceptional capability in communication strategy.Petrit Selimi — Former CEO, Millennium Foundation Kosovo
As campaign manager for UNDP's #ecokosovo, I had to make an invisible killer visible. Air pollution causes around 760 premature deaths a year in Kosovo — yet only 15% of people felt aware of the threat. We set out to change that.
We built one of Kosovo's biggest environmental online communities across Facebook, Instagram and Twitter. A former president, actors, journalists and designers volunteered, holding a simple banner: "When earth talks, I listen." Embassies, schools and companies followed — turning ordinary people into environmental advocates.
The signature idea: two giant lungs, one in a park and one in a dense neighbourhood. Day by day they discoloured with the air around them — the park's stayed pale, the neighbourhood's turned grey. Suddenly the invisible had a body you could watch decay.
Then we asked a harder question. We placed a children's playhouse in Prishtina's centre and told arriving parents the air inside was polluted: "Would you let your kids play in here?" We asked around 200 parents — and watched a written statistic become a gut reaction. The film of the experiment reopened the conversation online, in thousands of shares and comments.
Her ability to integrate complex themes into accessible, impactful public interactions was exemplified in the white-lung installations — a cornerstone of our outreach.Arblir Pireva — Former Innovation & Communication Officer, UNDP
Campaign delivered for UNDP Kosovo (Healthier Kosovo) by New Moment New Ideas. Story & photos: UNDP Kosovo / New Moment.
As campaign manager for GIZ’s Think Green campaign, I helped reframe Kosovo’s green transition: not as sacrifice, but as jobs, growth and a fairer future — including more green jobs for women.
The films, the press and the social posts that turned campaigns into communities.
A 90-second explainer animation I directed for GIZ’s Think Green campaign — turning the green-economy opportunity into something anyone can grasp in a minute and a half.
I spearheaded the launch of a cross-border family account with connected debit cards and instant payments — proof that I can make a financial product feel simple, human and worth adopting.
I designed GIZ's online strategy to raise awareness of climate change — turning technical science into podcasts, video and infographics, with a year-long engagement plan now in implementation.
I led the revision of the national IWRM-K communication strategy and five-year action plan for SDC — facilitating ministry and river-basin stakeholders and training partners to carry it forward.
Exceptional capabilities in advertising, communication strategy and mobile app development — the team genuinely improved the lives of Kosovo's citizens.
Strategic vision and creative acumen… the white-lung installations became a cornerstone of our outreach, engaging a broad audience.
Strategic foresight, professionalism and a results-driven approach… her contribution significantly shaped our communication framework.
My career didn’t begin as a plan. It began as a frustration: the things that quietly shape our health and our future — the air we breathe, the resources we burn through, the way money decides what gets built — were exactly the things people understood least.
Communicating the environment stopped being a project and became the point. Climate, water, air quality — and, more and more, the systems underneath them: green financing and the circular economy.
I’ve grown fascinated by how finance quietly chooses our future — and by how green finance can redirect it toward solar energy, resource efficiency, reuse and repair instead of waste. The circular economy is, to me, the most hopeful idea in sustainability: design waste out, keep materials in use, and treat what we call “trash” as a resource we simply haven’t used yet.
That conviction is where my work is heading — helping people and institutions see green finance and circular models not as compliance or cost, but as competitiveness, opportunity and a better way to live. Taking an idea that sounds technical, even bureaucratic, and turning it into something people actually want.