Based on statistics in Albania, 109 boys are born for 100 girls. The country is losing one girl for ten born boys. Based on this trend, only in one decade, Albania has lost around 21 thousand girls aged 0 to 19 years, creating a chain of gender imbalance that affects every specter of society.

The "Next time we hope it is a girl" campaign aims to raise awareness and influence a public debate in families, believing that parents will be more responsible when taking their decisions on gender-biased sex selection (or selective abortions).

“Next time we hope it is a girl” campaign includes an exhibition of photos of Albanian girls, those who live and those who are missing, who tend to give strong messages themselves or through their parents. This exhibition will go to several towns, especially in those areas where the phenomenon is still an issue, but also in those urban areas with the highest density of population in Albania.

UNFPA aims to reach, inform and engage as many citizens and communities as possible, against  harmful practices like gender-biased sex selection, as well as mobilize allies and support to change such social norms and fight gender-based violence in all its forms

The campaign will continue to be implemented throughout 2023.