The National Campaign to Enhance the Cultural Dimension

 SCTA's entire programs and projects, which are implied in this campaign, aim at achieving a quantum leap towards citizen's knowledge on his national heritage, his interaction with the heritage and realizing how it is important, being proud of its components as well as protecting it from stealing, misusing, destroying or removal in order to guide him to become the first guard of the national antiquities because antiquities' misuse or damage means a clear an aggression  against his cultural acquisitions and national accomplishments and as well as a threat to his national identity.

• The Custodian of the Two Holy Mosques' patronage of the exhibition of "Saudi Archeological Masterpieces through the Ages" as well as granting his Royal Consent to it to visit European cities and a number of cities in the USA.
• Issuance of the Royal Approval in 2008 regarding listing and preserving Islamic antiquities in the holy cities Mekka and Al Madina.
• Directives of late Prince Sultan bin Abdul Aziz, former chairman of SCTA, regarding prohibition the removal of heritage buildings without coordination with SCTA in 2006.
• Directives of HRH Prince Naif bin Abdul Aziz Crown Prince and Deputy Premier and Minister of Interior, who ordered provincial governors to not give any permission for excavation works adjacent to heritage buildings or archeological sites without prior coordination with SCTA and the Antiquities Agency.
• Directives of HRH Crown Prince and Deputy Premier and Minister of Interior in 2002 and 2011, regarding prohibition of removal of heritage building without prior coordination with SCTA in order to insure its historic and architectural importance. Also the orders requested relevant authorities to report violation against heritage and archeological buildings.
• An issuance of a circulate in 2003 from His Highness Minister of Municipal and Rural Affairs prohibiting removal of ramshackle buildings without ensuring they are not included in the list of important heritage and tourism buildings.

1. Insufficiency in knowledge of national heritage and its importance.
2. Enhancing positive view towards antiquities and urban heritage.
3. protecting the antiquities and urban heritage from ;
• sealing
• smuggling and illegal trade
• violation and misuse
• destroy and removal
4. To increase awareness among some public and private bodies concerned of importance of the national heritage.
5. Ways of tackling weakness of museum culture and lack of visit of museums.
6. Lack of investment in urban heritage sites and buildings and private museums.

• To change negative views on antiquities
• To highlight antiquities' importance
• To enroot conceptions of preservation of the national heritage and its resources.
• To implant and develop museum culture 
• To prompt investment in urban heritage, handicraft, museums and archeological sites.
• To create a quantum leap in conception of the national heritage.

• Family
• Different educational sectors
• Children
• Youth
• residents of areas near archeological and heritage sites
• decision makers
• intellectual elites
• citizens and expatriates in the Kingdom

• antiquities related messages;
• antiquities have international and cultural position
• care of antiquities reflects society's advancement
• antiquities are cultural landmarks and source of science and knowledge
• antiquities are human heritage
• antiquities are protected by the national will
• antiquities are national demand enhance sustainable investment
• antiquities are national wealth
• Kingdom's antiquities are source of national income increase
• Antiquities raise national awareness and enhance feelings of belonging
• Urban heritage related messages:
• Urban heritage is ancestors' inheritance
• Turning again to heritage is evidence of society's advancement
• Urban heritage is responsibility of all
• Urban heritage is a true developmental opportunity
• Urban heritage is revenues and benefits
• Our urban heritage is a testimony to our national unity
• Museums related media messages:
• Museum is a mean to link citizen to the history and heritage of his country
• Museum is a civilized and educational communication mean
• Museum is a mean to communicate with history and to outlook the future
• Investment in museums serve local community
• Museums are cultural landmarks and witness to the heritage of Saudi's different regions
• Handicraft related media messages:
• We are proud of our traditional manufactures
• A craft in the hand is a safety from poverty
• The craft is an investment
• My grandfather's craft is my craft

1. SCTA Print Material:
• The campaign also aims at intensifying publication efforts throughout SCTA's different soft and hard prints, in both English and Arabic languages, including Terhal magazine, Saudi Voyager magazine, Saudi Tourism and Antiquities bulletin, or any other print material on heritage and archeological sites.
2. TV Production:
• To produce a number of special episodes on antiquities, heritage, museums and handicrafts over the TV show 'Saudi Tourism'.
• To produce a number of episodes to introduce urban heritage and raise awareness on the national heritage among public officials.
• To produce a number of documentary films on some of significant archeological and heritage sites that the Kingdom enjoys.
• To produce a TV series devoted for children to introduce them to the heritage and archeological sites.
3. Radio Production:
• To keep highlight archeological and heritage sites through the radio program voyager "Sawah" as well as other radio programs.
• To produce radio episodes to raise awareness and introduce the antiquities and heritage.
4. Newspaper production:
• Prepare divers journalism material, devoting specialized pages on daily newspapers for the efforts of the cultural dimension as well as highlighting its relevant sectors; antiquities, urban heritage, museums and handicrafts.
5. E-marketing:
• Some of electronic channels that the campaign plans to benefit from are; 
• SCTA official website
• Social media 
• Saudi Tourism website
  
6. Promotional Campaign:
• A continuous campaign will be launched through a number of media means including:
• Newspaper ads
• road signboards and e-screens 
• the Center of Tourism Communication 
• the Tourism Information Centers
7.  awareness supportive programs and projects:
• In conjunction with the said projects and programs, a number of awareness supportive programs and projects will be carried out which part of them will be executed in collaboration with the partners of SCTA, they are as following: 
• Tourism school program "Smile", which aims at sending educational awareness messages on the cultural dimension of the Kingdom of Saudi Arabia to school students. 
• Tourism Education Atlas, devoted to introduce antiquities and heritage sites.
• "Paint" magazine, which will be distributed to school first grade to cover 500.000 students throughout the Kingdom of Saudi Arabia. 
• The program of local community preparation "Leave No Trace"
• The cultural dimension convoy, which will tour different parts of the Kingdom of Saudi Arabia to introduce Kingdom's historic treasures and deep-rooted cultural heritage.
• To conduct field visit for students to heritage and antiquities sites.
• To organize a forum on the cultural dimension of the Kingdom of Saudi Arabia throughout Saudi different parts under the patronage of provincial governors, where Saudi universities are planned to host the events of the forum as lectures, workshops and exhibitions. 
• To hold annual specialized forums, such as urban heritage forum, and private museum owners' forum.
  
  

   National Campaign to Enhance the Cultural Dimension