Case study: #ShareCulture and #ShareOurHeritage campaign by UNESCO

Context

The COVID-19 pandemic had a profound impact on the accessibility of cultural sites and other cultural institutions, leading to a decline in tourism and the ability of people to connect and engage with cultural heritage.

Issue

The primary issues addressed by the initiative include:

1. Inaccessibility of cultural heritage because of the closure of cultural sites and institutions, which denied individuals ability to visit and experience culture firsthand.
2. Negative financial impact on the cultural sector because of the lack of revenues from tourism.

3. Cultural disconnection and loss of engagement with heritage during lockdown restrictions.

Action taken

UNESCO approached these issues by using advanced technology to provide both interactive and visual resources but also educational materials. In particular, the organisation:

• Created and promoted virtual tours of World Heritage sites, allowing people to explore them from their homes.
• Included a digital exhibition showcasing significant artefacts.
• Provided educational resources related to cultural heritage.
• Encouraged people to share on social media platforms content related to cultural heritage sites and interact.
• Increased the collaboration between different cultural sites.

Lessons learnt

The main challenge related to this campaign was people’s access to reliable internet connections and IT equipment to access the online resources, as not every part of the world is fully, or equally, equipped. However, despite this challenge, this initiative also offered some important lessons.
1. The use of digital technology can mitigate the impact of physical barriers

2. Even during global crises, it is possible to engage a worldwide audience and promote a sense of global community.
3. Innovative responses to crises, which at least mitigate their effects, can be developed.
4. Cultural heritage has a key role in maintaining social cohesion and resilience.

Conclusion

In summary, the #ShareOurHeritage campaign by UNESCO demonstrated the power of digital tools to keep cultural heritage alive and accessible during a global crisis. It highlighted the resilience of the cultural sector and the enduring importance of cultural heritage in promoting global connections and understanding.