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Heritage Ambassadors

To expand the reach of the campaign, a dozen Estonian celebrities - drawn from across professions, ages, genders, and ethnicities - were mobilized as heritage ambassadors. These authors, chefs, musicians, film directors, and poets promoted heritage throughout the year by performing at schools, attending and promoting events, and sharing their own perspectives on why heritage matters with the public. Incorporating the well-known faces and names that shape contemporary Estonian culture helped the campaign engage a broader range of people in learning about the cultural heritage of one’s own and in our daily lives - it also helped the campaign drive home the point that the cultural activities, attitudes, and artifacts of today are the heritage of tomorrow.