91Â鶹¹ú²ú¾«Æ·×ÔÅÄ

"This campaign, which celebrates and publicizes our world-renowned cultural and natural heritage, seeks to raise awareness and highlight its value as an element of our identity, our heritage and our commitment to future generations around the world," said Claudia Uribe, director of UNESCO's representation in Chile.

The first part of the campaign is focused on Chile and disseminates images and video content on the streets of the Chilean capital and in the national media, allowing people to appreciate the world heritage in Chile and explaining its link to peace education. In turn, the campaign will disseminate information and reflections on World Heritage on social networks and on free-to-air television in Chile.

Nicolas de Tapol, general manager of JCDecaux for Central America, the Caribbean and South America, said that JCDecaux in Chile is proud to support UNESCO's initiative that showcases Chilean World Heritage through its communication platforms in the Santiago Metropolitan Region. The campaign, which will run over the coming months on street furniture and digital media, offers extensive coverage in the city, promoting and celebrating the heritage, culture and patrimony of Chileans.

María Paulina Soto Labbé, Chile's Undersecretary for Cultural Heritage, said: "We are convinced that heritage education, hand in hand with education for peace, is a virtuous path, not only so that today's children can know, love and care for heritage for future generations, but also so that they find in it a sense of belonging and social cohesion, a reason to talk and learn from the elders and their knowledge through intergenerational dialogue; They can not only respect, but also value diversity; they can understand the importance of conserving the spaces and ecosystems that are part of the heritage and develop values and practices that contribute to sustainability and citizen coexistence.

For her part, Mariana Hidalgo, Programming Director of NTV, the family channel of Televisión Nacional de Chile, said that "NTV is proud to be part of the dissemination of this campaign that highlights our world-renowned heritage. We often forget or fail to see the importance of our culture and this causes detachment in the new generations. Therefore, the fact that today we can open this window of connection with people of all ages seems to us to be a great and extraordinary opportunity, which we take with responsibility. We thank UNESCO for inviting us to be part of it.

This action is based on the 1972 UNESCO Convention for the Protection of the World Cultural and Natural Heritage, which establishes that certain places on Earth are of "outstanding universal value" and belong to the common heritage of humanity. 33 countries in Latin America and the Caribbean account for 143 properties inscribed on the World Heritage List, 7 of which are in Chile.

World Heritage constitutes the "cultural potential" of contemporary societies, as it contributes to the continuous revaluation of cultures and is an important vehicle for the transmission of experiences, skills and knowledge between generations. This potential makes it possible to move towards a comprehensive education to transmit values related to citizenship, democracy, sustainable development, solidarity and tolerance.

*The campaign features children from the Territorio Antártico School in San Miguel (Santiago, Chile).