Education

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Using football for development, evolving youth as community champions

Art For Life, its flagship programme,

revitalises cultural traditions and skills and

enables them to be passed on to younger

generations. It helps artists market and

innovate their cultural products to the

needs of a contemporary audience. rough

this initiative, hundreds of artists who had

never stepped out of their villages have now

visited international festivals, taken part in

global collaborative exchanges, and become

art entrepreneurs, using digital storytelling

and selling their products online, streaming

their music on websites, social media and

Youtube. eir villages have turned into

cultural destinations with festivals that

celebrate local traditions. Art For Life has

been studied at Harvard and UNESCO for its

innovative methodology. It has partnerships

with IIT for social entrepreneurship, with

the Indian Football Association for Sports

for Change, and Google Art and Culture to

present digital stories on how culture can

foster social inclusion and empowerment.

Working with diverse communities in

the remotest of geographies, engaging with

local leaders, women’s groups and frontline

workers, Contact Base uses storytelling,

art and street and forum theatre to create

platforms to air difficult conversations around

abuse, gender violence and more, seeking to

propel behavioural and social change.

HCLTech Grant Project Title:

Making

Goan Youth Ready to Evolve as Responsible

Community Champions Using Football and

Cultural Tourism as Vehicle

Beneficiaries:

300 cultural practitioners,

500 youth

Location:

45 villages in 5 districts of Goa