The Western Balkan countries do not have an advocacy strategy aimed at promoting and speeding up their EU accession. Although there is growing awareness of the need for such a strategy, it has transpired that the WB government institutions have only communication strategies targeting specific groups within their national borders: decision makers and initiators/multipliers of public awareness of the EU accession process, youth, or opponents of integration. However, these strategies have not been oriented towards the relevant target groups in the EU.

The Advocacy Strategy for the EU Integration of the Western Balkans - Guidelines (ASWB), developed by eight Western Balkan and Visegrad Group think tanks, is the first initiative of the kind.

With a view to fostering the EU integration of the Western Balkan countries, the Guidelines argue that the key impediments are to be confronted through joint advocacy endeavours. They propose that a civil society coalition (the WB6 Advocacy Group) leads on the development of the regional strategy and coordinates its implementation.