D i a l o g u e & H e r i t a g e:

b u i l d i n g b r i d g e s b e t w e e n k n o w l e d g e,

c u l t u r e s a n d g e n e r a t i o n s

Through its Dialogue & Heritage program, the Attijariwafa bank Foundation

has continued its mission to pass on knowledge and promote intangible

heritage. Adapting to new information consumption habits, it has adopted a

new approach: short, engaging formats that are accessible to a young and

connected audience. This editorial strategy has brought together a large

community around high value-added content, with more than 1 million

cumulative views on social media platforms.

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In a dif ferent time frame, but still with

the desire to pass on knowledge, a ftour

debate on the art of Melhoun brought

together artists and experts during the

month of Ramadan to ref lect on the

preservation of this poetic heritage.

Sanaa Marahatis sensitive testimony

illustrated the vitality and originality

of this art form By evoking both

the great f igures of the past and the

enthusiasm of younger generations this

meeting served as a reminder that oral

culture remains an essential vehicle

for collective memory The event

generated 225000 views on YouTube

and Facebook

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