By Association Public

The People of Change - transformation, resilience, progress (PoC) project is a multimedia storytelling initiative produced by PUBLIC - Association for research, communications and development from Skopje, North Macedonia, published across digital channels of the non-profit media “Face to Face – Platform for sustainable development” and broadcasted on public service media in North Macedonia, Vojvodina, Serbia and Bosnia and Hercegovina

The PoC project redefines how vulnerability is represented in public discourse by shifting the narrative from dependency and marginalization toward agency, dignity, and social contribution.

Through a series of 10 multimedia stories developed in collaboration with civil society organizations that work with marginalized people, as well as with involvement of Public Service Media partners in North Macedonia and Vojvodina, the project highlights individuals and communities traditionally considered vulnerable, not as passive recipients of assistance, but as active contributors to social change.

At the core of the project is a conceptual shift in how vulnerability is understood and communicated. Instead of reinforcing a “vertical” narrative, where individuals are portrayed primarily through the lens of need, aid, or charity, the project promotes a “horizontal” approach that emphasizes empowerment, lived experience, and mutual learning. In this framework, vulnerability is not treated as a fixed identity or limitation, but as a complex social condition shaped by systemic barriers, while at the same time recognizing the strength, resilience, and agency of individuals navigating these conditions. And we started from there, from this exact position.

The storytelling approach is grounded in the belief that representation in media has a direct impact on public perception and social inclusion. By focusing on real-life stories of transformation, the project challenges stereotypes and encourages audiences to reconsider assumptions about people living in precarious social, economic, or legal situations. Each story is carefully developed through field research, interviews, and collaboration with civil society organizations working directly with vulnerable groups, ensuring authenticity, ethical representation, and contextual depth.

An important element of the project is its emphasis on inclusive communication and accessibility. All multimedia content is produced in accordance with European standards for digital accessibility (EN 301 549). This includes the integration of subtitles, accessible text formats, and adapted versions of content for different audiences across social media, web and Public Service Media broadcasting.

The project also actively engages Public Service Media: Macedonian Radio Television in North Macedonia, Radio Television of Vojvodina in Serbia and BHRT in Bosnia and Hercegovina, to ensure broad dissemination and public relevance. By integrating storytelling into mainstream broadcasting
channels, the project contributes to greater visibility of underrepresented voices and promotes pluralism in media narratives across the region. In doing so, it supports a shift in editorial culture toward more inclusive, responsible, and socially engaged journalism.

By centering human dignity, resilience, and participation, PoC contributes to a broader rethinking of how societies perceive and engage with difference, and how media can play a role in fostering inclusion rather than reinforcing exclusion.

Published stories:

Istvan Farkas (Novi Sad, Serbia)

© Association Public Web
Youtube Video
MRTV Broadcasting within the morning show “Macedonia in the morning”
Istvan is a vendor of the Serbian street paper Liceulice, activist, poet, translator and cultural worker who turned long-term social exclusion into public voice and engagement. Through his work, he uses storytelling and street sales as a platform for awareness, shifting from marginalization to active civic participation.

Valentin Rakip (Skopje, Shuto Orizari, North Macedonia)

© Association Public Web
Youtube Video
MRTV broadcasting within the morning show “Macedonia in the morning”
Valentin is an agent of change who transformed long-term exclusion from the system into formal employment and social recognition. After two decades without legal identity, and with the support of social mentoring alongside his own motivation and determination, he became a professional cook, demonstrating how persistence, support systems, and access to documentation can turn invisibility into dignity and active participation in society.

Roza Trajkovic (Umin Dol, North Macedonia)

© Association Public Web
Youtube Video
MRTV broadcasting within the morning show “Macedonia in the morning”
Roza initiated a community-led rural tourism model in her village, bringing together local women to build a small, but growing local economy. Her initiative transformed traditional household skills into shared economic opportunity, positioning women as drivers of local development and social change.

Blazo Sapundziev (Kavadarci, North Macedonia)

© Association Public Web
Youtube Video
RTV broadcasting within the Sunday show “Macedonian sun”
Blazho is an agent of change who transformed a life marked by serious health challenges into one of resilience, dignity, and active contribution. After years of dialysis and two kidney transplants, he returned to physically demanding work, proving that determination, family support, and access to healthcare can restore not only health, but also purpose and independence in everyday life.

Funded by the European Union, the Innovation. Media. Minds: EU Support to Public Service Journalism in the Western Balkans Program, is managed by the Goethe-Institut on behalf of the European Commission and in collaboration with its implementing partner DW Akademie. The contents of these episodes are the sole responsibility of the Association Public and do not necessarily reflect the views of the European Union.