Unesco, Windmill partner to promote rickshaw art globally

Unesco and Windmill Advertising Limited have signed a memorandum of understanding (MoU) to promote Bangladesh’s traditional rickshaw art on the global stage and create new opportunities for artists associated with the craft.

The agreement was signed today (7 October) at the Unesco office in Dhaka by Susan Wijesekera, Unesco representative and head of office in Bangladesh, and Suman Patwari, chief strategic planner of Windmill Advertising Limited.

Under the agreement, the two organisations will implement a project titled “Rickshaw Painting: Expanding the Canvas”, focusing on skills development, new income opportunities and expanding the commercial potential of rickshaw art.

The project will include training and skills development programmes for artists, as well as initiatives to connect them with major brands. Exhibitions and promotional activities will also be organised to showcase the art form to wider audiences.

Preserving the history, aesthetics and cultural significance of rickshaw art is another key objective. The project will also document artists’ knowledge and skills and help pass them on to younger generations.

“Dhaka’s Rickshaws and Rickshaw Painting” was inscribed on Unesco’s Representative List of the Intangible Cultural Heritage of Humanity in 2023. Building on the recognition, Unesco and Windmill will also work to improve the social and economic conditions of artists involved in the tradition.

Susan Wijesekera said rickshaw art is a living heritage sustained by the knowledge, skills and creativity of its artists. Through the partnership, Unesco aims to support their livelihoods and help pass their skills on to future generations, she said.