Morocco Launches Campaign to Boost Local Artisan Economy Amid Pandemic Slump

Launched under the hashtag #Art-is-ana, this campaign was initiated by the Ministry of Tourism and the House of Crafts. It aims to encourage Moroccans to consume local crafts and support this strategic sector of the country, announces a press release from the Ministry of Culture. It also aims to highlight and preserve the ancestral know-how of Moroccan craftsmen.

To relaunch this sector, the campaign targets a wide audience of consumers, public and private companies and institutions. The mass-market campaign will be broadcast on television, digital channels and radio. It is a clip made by the singer Douzi who promotes Moroccan crafts. The promoters plan to call on famous influencers to reach a wide range of Moroccans, especially the young.

This campaign comes in a context of relaunching the national economy and supporting the economic operators of this sector, which contributes 7% of GDP.