Italian cultural heritage goes social with #PatrimoniConnessi

Italian cultural heritage goes social with #PatrimoniConnessi

The Ministry of Culture has launched a digital campaign to present Italy's UNESCO heritage using social-first formats: Instagram and YouTube are the main platforms chosen to reach broader and younger audiences.

Beyond showcasing iconic sites, the campaign highlights the everyday activities that preserve and make heritage accessible: research, conservation, protection and digital communication innovation.

Launched on March 30, 2026, the initiative relies on short, shareable content designed to spark curiosity and conversation rather than passive viewing.

Face and creators

• Cristiana Capotondi serves as the campaign's ambassador, introducing viewers to the storytelling approach.
• Ale Giorgini (illustrator and designer) translates complex cultural topics into contemporary visual language.
• Lulù Gargari brings heritage into everyday life through lifestyle and food content.
• Olimpia Peroni uses short-form storytelling to engage Gen Z with historical memory.
• Valerio Tuveri (Mr. Tuvs) demonstrates how respectful behaviors contribute to safeguarding places.

Formats and approach

• Each creator produces a 60-second reel and four dedicated stories, formats optimized to foster interaction with their communities.
• The mix of voices aims to build an intergenerational conversation: from young people to families and cultural professionals.
• The editorial strategy shifts perspective: the cultural asset is shown as a living ecosystem composed of people and skills, not only as an object of tourism.

For those promoting visits or activities at Italy's UNESCO sites, this campaign is an occasion to emphasize both places and the conservation practices behind them. Following and engaging with the social content helps spread awareness and respectful behavior toward the country's cultural heritage.