Responding to the increased rate of tangible urban heritage across the country, Welad ElBalad ran the “Emarat ElBalad” campaign from 11 February to 1 March 2018. The aim of the campaign was to focus the spotlight on the importance of Egypt’s tangible urban heritage and its relationship to Egyptian identity.

Partners from across the country including heads of regional Cultural Palaces, public libraries including the Grand Cairo Library, specialists, regional universities, artists, athletes and journalists joined the campaign under the slogan “Our identity does not deserve to be demolished.” Media sponsorship drew in mainstream organizations such as AlMasry AlYom.

The campaign culminated in Welad ElBalad organizing the First Congress on the Role of Media in Protecting Heritage in partnership with the Swedish Institute in Alexandria.