I Care" Campaign Launched by Royal Commission for AlUla to Celebrate and Protect Northwest Arabia's Cultural Heritage

I Care” Campaign Launched by Royal Commission for AlUla to Celebrate and Protect Northwest Arabia’s Cultural Heritage

RCU’s collaboration with international artist David Popa on unique ‘vanishing artwork’ illustrates the urgent need to safeguard iconic monuments, such as the Kingdom’s first UNESCO World Heritage Site at Hegra
Campaign will expertly tap into the AlUla community’s desire to protect ancient cultural and manmade landmarks and heritage sites in order to preserve local as well as national identity
Campaign will engage with schoolchildren from AlUla through specially created kits that explain the importance of cultural conservation with community events planned

AlUla, Saudi Arabia – The Royal Commission for AlUla (RCU) has unveiled a new heritage conservation campaign, “I Care,” with a focus on raising awareness and fostering a sense of responsibility towards AlUla’s rich history. As part of Saudi Vision 2030, the campaign emphasizes the protection of cultural assets to drive economic development, community engagement, and global appreciation.

The inaugural phase of “I Care” features a collaboration with renowned US artist David Popa, who has crafted a unique, temporary artwork shaped like protective hands around the Tomb of Lihyan, Son of Kuza—a UNESCO-designated World Heritage Site. Constructed using natural elements from Europe and the Middle East, the artwork symbolizes the campaign’s commitment to preserving vulnerable heritage sites.

Dr Abdulrahman Alsuhaibani, Executive Director of Archaeology, Conservation, and Collections at RCU, highlighted the importance of the campaign in enhancing community awareness and appreciation of AlUla’s historical significance. The I Care campaign aims to involve the younger generation through educational toolkits, workshops, school visits, and community activities, encouraging active participation in heritage conservation efforts.

US artist David Popa expressed his privilege in working on the project, emphasizing that “I Care” is a celebration of AlUla’s legacy and traditions. The campaign seeks to bridge knowledge gaps and promote discovery among residents, tourists, and citizens, fostering a shared purpose of protecting and celebrating the region’s heritage.

With AlUla emerging as a global destination for culture, history, and archaeological discovery, the campaign aligns with RCU’s ongoing conservation, exploration, and study programs, ensuring the comprehensive regeneration of AlUla into a culturally rich tourist destination.