Ithra launches Alsharqiya Gets Creative campaign

Ithra launches Alsharqiya Gets Creative campaign

The King Abdulaziz Center for World Culture (Ithra) is launching the Alsharqiya Gets Creative campaign, which will take place from Oct. 25-31. This initiative is a community-based cultural and creative campaign that will coincide with the third year of Ithra’s Tanween creativity season, the largest creative event in the Kingdom, under the slogan “The New Next — Creativity is the Way Forward.”

As part of Ithra’s vision to develop the creative industry in Saudi Arabia, Alsharqiya Gets Creative strives to make the Eastern Province the foremost destination for creativity in the Kingdom, to enhance the creative spirit in society, and to encourage talented people to innovate and to think creatively.

Over 40 government and private entities, 60 teachers from the educational sector, and several universities, colleges and social platforms will participate in the campaign as ambassadors in an effort to activate the creative spirit of community members and support a stimulating environment conducive to talent discovery and development.

The campaign also strives to support innovation and youth through various creative initiatives, ideas and materials, which will be shared on social media using the hashtag #Alsharqiya_Gets_Creative throughout Creativity Week.

Additionally, the campaign seeks to build bridges with innovators, creatives, and talents to inspire the Eastern Province toward unleashing its creative potential. Participation among individuals and business owners will be encouraged so they may formulate unique ideas, depending on the nature of their work.

By launching campaigns related to the creative economy, Ithra seeks to instill creativity as a catalyst for the creation of job opportunities, a contributor to social cohesion and sustainable human development, and a vital source for economic transformation and social and economic progress. This is of particular importance as research indicates that the creative industry is one of the world’s most rapidly growing economic sectors, and a transformative tool for generating income, jobs, and exports.

According to UNESCO, the creative industry recorded annual revenues of $2.25 trillion and scientific exports exceeding $250 billion, and is expected to make up to 10% of GDP. The creative economy also creates approximately 30 million jobs worldwide, half of which employ women. The campaign also strives to enhance creativity, a vital pillar of Ithra’s vision, as supported by the entire Center through the annual Tanween season.

Education Sector

Creativity Week will be initiated by teachers who have been specifically trained by the Center to stimulate creativity among students by integrating creativity into educational curricula. Students will then present either tangible products or working ideas such as hackathons, projects, forums, or panel discussions, all of which will be shared on social media using #Alsharqiya_Gets_Creative.

University and college students will experience and implement various forms of creativity, regardless of specialization, by proposing a creative project of their choice. The small projects category can include any form of creative endeavor that highlights the diversity and versatility of creativity, regardless of products or services.

Finally, the impact of creativity within the community will be discussed on social media platforms through sessions and dialogues related to the importance and impact of creativity.


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