Vodafone Put Romania's Elders on Facebook Live to Salvage Their Dying Cultural Traditions

A crash course in heritage


Many cultures can be neatly divided into two worlds: Elders whose traditions and crafts are dying, and the connected generation, who have more in common with others of their ilk—even elsewhere around the world—than with their local predecessors.

This divide is natural, but can lead to the loss of massive amounts of knowledge and cultural wealth. To address it, Vodafone Romania and McCann released “Live. From a Different World,” a campaign that connects the two generations using Facebook Live.

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