In conflict situations it is difficult for journalists to get the full picture of the situation. Moreover, oftentimes journalists get involved themselves and become active participants in the debate about the conflict. The war in Bosnia was such an occasion where journalists embarked on a crusade to military intervene in the conflict and save the Muslim from the Serbs. This article describes the journalistic practices leading to this journalistic activism and examines the possible effects that such an attitude can have on public opinion. The article finishes with a plea for a journalistic practice that starts from accountability rather than activism. © The Author(s), 2010.