UNESCO, in partnership with RNW Media, implemented a media campaign, which included diverse educational contents using storytelling and factual data to increase cultural heritage appreciation amongst Youth as a source of income and social cohesion.
This initiative is part of the EU-funded project Cash for Work that covers four historic cities in Yemen (Sanaa, Shibam, Zabid and Aden). The campaign included conducting a survey on youth perception of the preservation of cultural heritage, field interactive workshops, and a series of targeted content productions.
The success of the awareness-raising campaign depended on the participation of youth throughout the development and implementation phases. A total of 70 young collaborators engaged in designing the campaign and discriminating its content to their peers making the campaign an opportunity of collective efforts among Yemeni youth. The participants were able to receive financial incentives through cash transfers in accordance with the cash-for-work modality.
According to RNW Media, Videos produced for the project, generated the highest engagement and reach, with over 800,000 views. Campaign content was published on Manasati30’s website and distributed via social media. On social media, supporting posts were published promoting the theme, 175 posts were published in total.