The communication campaign Io sono Patrimonio dell’Umanità #UnescoModena

1. 18/19 ottobre 2018 – Noto IV Meeting of European World Heritage Associationes Comunicare il valore del Patrimonio Mondiale – Le buone prassi in Italia The communication campaign Io sono Patrimonio dell’Umanità #UnescoModena Francesca Piccinini Direttrice Musei Civici di Modena Coordinatrice del Sito Unesco

2. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Modena

3. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Modena. Cathedral, Civic Tower and Piazza Grande

4. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Modena. Cathedral, Civic Tower and Piazza Grande

5. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Modena. Cathedral, Civic Tower and Piazza Grande

6. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande The Modena Unesco Site

7. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande A communication campaign citizens-oriented: why? Quality survey 2016 on the UNESCO site(wwww.unesco.modena.it) Many more people today know that Duomo, Ghirlandina and Piazza Grande are included in the World Heritage List most of them believe that this is an added value The overall evaluation of the site is good (average score 7.9) Modena is a tourist-friendly city whith excellent food service opportunities (vote 8) Some aspects can be improved: signals, information material, promotion (most by Internet), car parks and public transport Site management plan 2018/2020 Envisage among its objectives to increase the number of citizens aware and proud of their Site through campaigns and awareness raising initiatives for an active participation in the protection and enhancement of the Unesco complex.

8. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande The project Some ideas were identified aimed at : 1. developing an awareness campaign to increase the sense of belonging to the UNESCO Site among the citizens of Modena 2. stimulating their active participation 3. promoting the preservation and enhancement of the complex which represents an extremely important asset for the city and a history based reason for pride

9. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Objectives and strategies Objectives: Main objectives of the campaign are: 1. better knowledge of the historical-cultural context 2. social dynamics bringing an higher awareness in citizens Strategies: Some strategies have been set: 1. on informative level, increasing knowledge on the Site 2. stimulating curiosity and affection towards the heritage 3. provoking a strong relationship of empathy in involving the community

10. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Actions • All the actions envisaged aim firstly at making the Modenese citizens aware of the historical and artistic value, as well as of the material value, of their UNESCO site. • Actions 1 - 2 - 3 • focusing on the historical and cultural significance of the Site • constructing a contextualization both with respect to the salient events of world history and with respect to the value of the other UNESCO sites in the world • Actions 4-5 • making the citizen co-protagonist • bringing the community at the heart to make them participate in living, preserving and popularizing the Modena heritage • Instruments to achieve the objectives • digital campaigns on social media • offline actions

11. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Action 1 – Signal with the most famous UNESCO sites Creation of a signal with some of the most famous UNESCO sites and their distance from the Modena site • Offline: totem signal of the first annual appointment dedicated to the Site, the Modena World Heritage Fest 2018 (6-7 October)

12. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Action 1 – Signal with the most famous UNESCO sites • Social Media: encouraging a run-up to take photographs and selfies, to become "viral"and reach audiences otherwise unattainable

13. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Action 1 – Signal with the most famous UNESCO sites

14. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Action 1 – Signal with the most famous UNESCO sites

15. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Action 2 – Time line Construction of a time line in which important events concerning the Unesco Site are placed in parallel to the most classical and famous historical events. Expected involvement of the city's high schools in the identification of the contents and in the definition of the graphic layout is expected. • Offline: Timeline print placed in strategic locations • Social Media: diffusion of the Timeline with dedicated posts

16. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Action 3 – Quiz «how much Modena do you now?» Creation of video-spots with short interviews on the history of Modena, proposed in the form of a quiz if possible: how much Modena do you know? Expected involvement of high schools for contents, interviews and video. • Offline: recognizable totem to be placed at interviews; awareness of the UNESCO theme during the interviews; distribution of gadgets to the respondents (like bookmark) • Social Media: circulation of video through institutional channels and sponsorships

17. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Action 4 – Heritage in digital To achieve one or more installations possibly equipped with a software that transforms photographs with pre-selected backgrounds (for instance the most inaccessible spaces and decorations of Unesco monuments), with the opportunity to receive by email the photo (with hashtag and logos). To be proposed during special events (including Modena World Heritage Fest 2019). The involvement of high schools in the city to process the software is expected

18. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Action 4 – Heritage in digital • Offline: you can create the "photo set" during the events and then keep the software always active for tourists and Modena citizens • Social Media: linking the online use of these photos to an hashtag (in particular during the events) will create over time a real platform for sharing the shots

19. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Action 5 – A sofa in Piazza Grande Piazza Grande has always been lived by the people of Modena as the heart of the city, it is a very popular place. In the new words of the communicative language about enhancement of cultural heritage, the explosive force of the "home" metaphor is emerging. Setting up in Piazza Grande a real living room of the house, will increase in the citizens awareness that such heritage belongs to them and, as such, they must live, respect and protect it. To be proposed during special events, as Modena World Heritage Fest 2019. • Social Media: Any post of promotion initiative • Offline: temporary installation aimed at increasing curiosity and stimulating enthusiasm.

20. Coordinamento Sito Unesco Modena. Cattedrale, Torre Civica e Piazza Grande Action 5 – A sofa in Piazza Grande Thanks for your attention