The Royal Commission for AlUla (RCU), the cultural custodian of northwest Arabia, has officially launched the 'I Care' campaign, a new initiative aimed at celebrating, protecting, and promoting the diverse cultural heritage and history of AlUla. This campaign aims to deepen public knowledge, raise awareness, and foster a desire to preserve and elevate AlUla's ancient past.
The I Care campaign, which launched on 1 February, shines a local, national, and global spotlight on the importance of RCU’s diverse and ongoing heritage protection projects in AlUla as the county continues to be developed into the world’s largest living museum.
In a groundbreaking partnership with renowned international artist David Popa, the RCU has unveiled a unique 'vanishing artwork' to symbolize the urgent need to protect iconic monuments. The artwork, two protective hands embracing the Tomb of Lihyan, Son of Kuza - Saudi Arabia's first UNESCO World Heritage Site at Hegra, serves as a powerful metaphor for the campaign's core message of cultural conservation.
An impressive and ephemeral piece of creativity constructed using exclusively natural elements, it is one of Popa’s largest to date. Designed to disintegrate in a matter of weeks, Popa’s artwork highlights the pressing need for collective action to safeguard cultural heritage locations in AlUla, Saudi Arabia, and the wider world.
This collaboration with David Popa showcases the I Care campaign's ambition to carefully protect and cherish places of great historical and cultural value that resonate deeply with the AlUla community and global heritage experts.
