The goal of this paper is to determine the role of environmental communication in linking the initiator of the project of sustainable development and other subjects in the society, which can lead to organizational change towards sustainable development. The project “Artificial Spawning of the Danube Salmon in the Interest of Enhancing the Wildlife Population of the Drina River” has been analyzed using various methods. This project was initiated by the famous Serbian volleyball player Vladimir Vanja Grbić. The combination of quantitative and qualitative research methods has been used to analyze the representation of this project in the media. Using critical discourse analysis, the paper analyzes the whole episode “Drina River Warriors” of the TV serial “Perfectly natural” about this project. This paper describes how a celebrity, as an informal leader of opinion, has a major impact on changes in different organizations as well in the public opinion formation.