With the arrival of spring, #PatrimoniConnessi launches, the new digital campaign of the Ministry of Culture – General Directorate for Digitalization and Communication, designed to tell the story of Italian cultural heritage as a living ecosystem, made up of people, skills, visions and daily actions.
In a country that holds the highest number of UNESCO sites in the world, the challenge is to make this heritage increasingly accessible in the present and pass it on to future generations, through innovative languages and new ways of enjoying it.
La campagna non si limita a valorizzare i singoli beni culturali, ma punta a mettere in luce l’insieme di attività che ne garantiscono la continuità nel tempo: la ricerca, la conservazione, la tutela e l’innovazione nei linguaggi della comunicazione.
The protagonists of the campaign
Giving voice to the campaign is actress Cristiana Capotondi, chosen as the project's patron and face. In the launch video, she will lead the audience through a story that presents cultural heritage as a shared asset, relevant to everyone's lives and sensibilities.
The narrative develops through the involvement of talent and content creators, each able to communicate with different communities through their own language:
Ale Giorgini (illustrator and designer) will propose an original visual narrative, capable of translating complex cultural content into a contemporary and immediate aesthetic.
Lulù Gargari (lifestyle and food creator) will bring the theme of culture into everyday life, making it accessible and shareable for a wide audience.
Olimpia Peroni (cultural storyteller) will address Gen Z and young adults in particular, transforming cultural memory into short stories capable of stimulating curiosity and participation.
Valerio Tuveri – Mr. Tuvs (digital creator) will show how safeguarding heritage also begins with concrete gestures of respect and care for places.
Formats and platforms
Starting from March 23, 2026, the campaign will be launched on the Instagram and YouTube channels, and will subsequently be relaunched on the other social media channels of the Directorate-General for Digitalization and Communication (DGDC) and the Ministry of Culture.
Each creator will contribute to the narrative with a 60-second reel and four dedicated stories. All designed to amplify the campaign's message and stimulate dialogue with their respective communities, engaging a diverse audience.
The goal is to build a contemporary and participatory narrative, capable of reaching a wide and intergenerational audience: from young people to families, to professionals in the creative and cultural fields.
Watch the campaign video trailer and follow it on social media:
Instagram
@mic_italia
@dgdc.mic
YouTube
@MiC_Italia
@dgdc-mic