Czech Advocacy Campaign highlights the future of cultural heritage

As part of the CultHeRit project, the Museum of Decorative Arts in Prague (UPM) carried out a national advocacy campaign to raise awareness of one of the cultural heritage sector's biggest challenges – attracting and retaining young professionals. The campaign combined research findings, public outreach and expert discussions to promote better working conditions and sustainable careers in museums and other heritage institutions.

One of the campaign's key activities was participation in the conference European Programmes for Cultural and Creative Sectors 2026, where UPM presented the CultHeRit project through a public presentation, an information stand and discussions with visitors from museums, universities and cultural organisations.

The Czech campaign advocates that improving careers in cultural heritage requires more than funding. It promotes eleven quality parameters for attractive workplaces, including stable employment, fair remuneration, professional development, mentoring, meaningful work, clear roles, effective communication, participation in decision-making, trust, realistic workloads and openness to innovation.

Young people are at the centre of the campaign—not only as future employees but as ambassadors of change, helping connect educational institutions, cultural organisations and decision-makers.

The campaign also reached a wider audience through CultureNet, highlighting the often invisible work of museum professionals, conservators and other heritage specialists whose expertise safeguards Europe's cultural heritage.

Through these activities, UPM contributes to CultHeRit's shared mission of making careers in cultural heritage more visible, attractive and accessible for the next generation across the Danube Region.