HERITAGE
is our brand
The project “Heritage is our Brand” it is conceived as a comprehensive initiative aimed at raising awareness and engaging young generations in the process of preserving and promoting Albania's intangible cultural heritage. Essentially, this project is more than a cultural initiative; it represents a sustainable investment in the Albanian spirit and identity, offering a platform to connect generations with their cultural roots.
Need for Intervention
Intangible cultural heritage such as rituals, spiritual practices, folklore, language, craftsmanship, and traditions passed down through generations represents an extraordinary asset for a nation’s identity. In Albania, these assets are facing a serious risk of disappearance due to rapid modernization, lack of sustainable documentation, and the limited involvement of younger generations in recognizing cultural heritage.
In this context, the project “Heritage is Our Brand” aims to address the main challenges related to the preservation, documentation, and promotion of intangible heritage through a comprehensive intervention focused on education, youth participation, civil society empowerment, the use of new technologies, and the promotion of institutional partnerships.
Beneficiaries and Partners
The beneficiary groups include:
− Civil Society Organizations: benefit from capacity building, access to
funding for the preservation of intangible heritage and national networking.
− Youth from schools and universities: will be involved in educational activities,
creative competitions, and interactive platforms to learn and contribute to
the heritage of their communities.
− Artists, historians, researchers, and artisans: will be engaged in projects
collaborating with young people and will contribute to the documentation and
artistic interpretation of elements of intangible heritage.
− Public institutions (MEKI, MASR, schools, municipalities): will benefit from
cross-sectoral collaboration for new cultural policies and for the involvement of
intangible heritage in education and tourism development.
Activities
The project is organized into 5 work packages that are structured logically:
I. Project Management and Coordination
Organization of leadership and technical structures, the initial activity (Launching Event), reporting, and ensuring implementation according to EU standards.
II. Research and Documentation of Heritage
− National assessment of young people’s knowledge and attitudes towards intangible heritage
− Identification and processing of 15 stories/traditions to be preserved through art and technology.
− National roundtable of stakeholders to coordinate sector priorities.
III. Sub-Grant Scheme for Heritage Visualization
− Funding of 15 small grants based on the identified stories of our intangible heritage.
Creation of stories in contemporary formats: video, animations, 3D, performances, graphic art, etc.
− Technical support, monitoring, and evaluation of the grants.
IV. Educational Intervention
− Organization of a national forum with teachers and history experts.
− Development of a national inter-school competition for the creative interpretation of heritage.
− Organization of the closing event with presentation of project results and award distribution.
V. Digital Platform and Public Communication
− Development of albania-heritage.com with educational, research, and interactive content.
− Creation of the visual identity and public awareness campaign.
− Promotion of achievements through media, social networks, and publications.
Why is this project important?
This project addresses a clear gap in cultural and educational policies in Albania. At a time when the country aims for European integration and faces strong globalization trends, it is essential to protect what identifies us as a community and as a nation.
The collaboration of state institutions with implementing organizations is vital for:
- Integrating the results into cultural policies, tourism, and educational programs.
- Utilizing the Albanian-Heritage platform as a tool for cultural and tourism promotion.
- Supporting the implementation of the Heritage Law and the National Cultural Strategy.
- Expanding access to EU funds for cultural development and international cooperation.
Sustainability and Replication Opportunities
The project is designed to produce long-term results through:
• The Albania-Heritage.al platform, which will be used after the project’s completion by partners or public institutions.
• Policy documents and educational models that can be integrated into national programs.
• The grant scheme is a model that can be replicated by institutions as an opportunity to guide artists, creators, etc., toward initiatives that support the promotion and preservation of intangible heritage in our country.