Yemen’s cities are renowned for their distinctive architecture and vibrant urban heritage. Yet, since 2015, conflict and neglect have left many historic sites at risk, while public awareness of their value has steadily declined. 

In response to this, Yemeni architect and cultural activist Haroun Al-Sallal, together with his team Art Collection, launched the “Identity” Campaign in 2023 through the Yemen Creative Hubs grants program. The idea was to use the power of social media to draw attention back to Yemen’s urban heritage, celebrating the beauty of its cities and highlighting why preservation matters.

The campaign featured visually engaging posts, stories, and designs that showcased the distinctive details of Yemen’s architecture. But what made it stand out was its focus on youth participation. Architecture and interior design students were invited to contribute projects inspired by Yemeni heritage, turning the campaign into a stage for young people to share their creativity while reconnecting with their cultural roots. 

The campaign reached more than 53,000 people across social media, sparking lively discussions online and offline. Over ten students and young professionals contributed heritage-inspired projects, showing how digital platforms can both amplify cultural pride and provide opportunities for youth creativity.

The Identity Campaign demonstrated that even in times of crisis, heritage can inspire learning, creativity, and dialogue. By blending tradition with digital literacy, it empowered young Yemenis to see cultural identity not as a relic of the past, but as a vital foundation for the future.