Unpopular Ride project is cross‑border media project that explores how young people in the Western Balkans engage with difference, disagreement, and sensitive social issues. Implemented between January and May 2026 in Sarajevo, Belgrade, and Podgorica, the project was developed by a regional team of young media professionals (Belmin Brko - BHRT, Antonela Martinović - RTCG, Amar Manjo - BHRT, Fatima Memić - RTVFBiH, Milica Brocić - RTS, Valentina Arsenović - BHRT) under the group name Unpopular Ride.

Project Concept

In a region where polarization, stereotypes, and social divisions continue to shape public discourse, Unpopular Ride introduces a simple but powerful idea: put two young people with opposing or unpopular opinions side by side and let them talk.

Each episode takes place inside public transport—a tram or similar everyday setting. Two participants from different social, cultural, national, or ideological backgrounds share a ride and a conversation. As the vehicle moves through the city, they discuss topics that are often avoided or framed through conflict in public debate. Instead of confrontation, the format encourages listening, empathy, and constructive disagreement. The journey becomes both literal and symbolic: different starting points, different perspectives, but a shared space for dialogue.

Topics and Themes

The project addresses a wide range of socially relevant and sensitive topics affecting young people in the Western Balkans, including:

• Human rights and equal treatment
• LGBTQ+ rights and social acceptance
• Religious and cultural differences
• National and ethnic identity
• Gender roles and sexism
• Social and economic inequality
• Prejudices, stereotypes, and taboo issues
• Mental health stigma
• Civic values, tolerance, and coexistence

By presenting these issues through real conversations between peers, Unpopular Ride makes complex topics relatable and accessible, while modeling respectful communication.

Implementation and Format

The project will film in Bosnia and Herzegovina, Serbia, and Montenegro. Each episode will be available in two formats:

• Up to 15 minutes for YouTube and OTT platforms
• 60–90‑second short clips optimized for Instagram Reels, TikTok, and YouTube Shorts

Two young people sit side by side on a tram, each shaped by different social, economic, ethnic, national, or personal backgrounds—and each holding opinions that are often considered unpopular. The challenge is simple yet powerful: to face one another, talk openly, and engage across their differences.

Unpopular Ride creates space for constructive conversations that move beyond confrontation, aiming instead toward mutual understanding—or even common ground. This is not just another talk show; it is a conversation in motion. Two people, one tram, different destinations, but a shared journey toward dialogue.

Target Audience

The primary target audience is young people aged 18–25 in the Western Balkans—particularly those exposed to polarized online environments and limited opportunities for real‑life dialogue. A secondary audience includes viewers aged 25+ who are interested in youth issues, regional cooperation, and innovative media formats focused on constructive journalism. Looking Ahead

Designed as a scalable and adaptable format, Unpopular Ride has strong potential to continue beyond the grant period. The project lays the groundwork for future episodes, new cities, and expanded regional collaboration, either through public broadcasters or new partnerships.

By showing that dialogue is still possible—even when opinions differ—Unpopular Ride offers a hopeful and practical media response to polarization in the Western Balkans.

This content was produced with the support of Innovation. Media. Minds. – EU Support to Public Service Journalism in the Western Balkans, implemented by the Goethe-Institut on behalf of the European Commission, in cooperation with DW Akademie. The documentary is the sole responsibility of IDEA Southeast Europe Foundation – Vidi Vaka and does not necessarily reflect the views of the European Union.