The Culture Is Always Here Campaign of the Terres de Lleida i Aran Museum Network is a public awareness campaign for the 12 museums in the network that seeks to convey the main message, "Museums are always here," in a year in which the sector has made a great effort to be present through digital channels. Furthermore, despite capacity restrictions, they have been able to remain open during the COVID-19 pandemic.

The campaign's kickoff content consists of two videos featuring three prominent cultural figures from the Lleida region. This is the main video .

We chose to use a positive tone, but from the perspective that this isn't the year to ask for everything we want, but rather to value what we have. In terms of content, however, we used a fun and mainstream tone. For this campaign, which consists of strategy + promotional campaigns + content creation, we collaborated with my colleagues Nàdia Puig and Marc Saludes. It's a multiplatform/multiformat action: very Instagrammable (square video and stories), but also adaptable to Facebook and Twitter (+fleets). The main hashtag highlights the role of culture in this 2020 that we will not forget #LaCulturaSempreHiÉs.

Over the course of a month, content associated with the campaign has been published: videos in which each museum explains what culture has represented (several can be seen in the playlist above).

The campaign's final video captures the thoughts of all the museums while also showcasing images submitted by museum followers using the hashtag #LaCulturaSempreHiÉs.