UNESCO, Windmill partner to take Bangladesh’s rickshaw art global

UNESCO has signed a memorandum of understanding (MoU) with Windmill Advertising Limited to promote Bangladesh’s traditional rickshaw painting on the global stage and create new opportunities for artists associated with the vibrant cultural tradition.

Susan Vize, head of office and UNESCO representative to Bangladesh, and Schumonn Patwary, chief strategic planner of Windmill Advertising, signed the MoU at the UNESCO Dhaka Office in the capital today, according to a press release.

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Commenting on the agreement, Susan said, “Rickshaw painting is a living tradition sustained by the knowledge, skills and creativity of artists who are at the core of the survival of the art form.”

“Through this partnership between UNESCO and Windmill, we will support artists’ livelihoods and help them pass their skills on to younger generations so that the tradition continues to thrive,” she added.

At the event, Schumonn said, “Through this partnership, we aim to preserve the rich heritage of Bangladesh’s Rickshaw Art while creating new opportunities and possibilities for the artists associated with it.”

“Our goal is to take Rickshaw Art to a broader audience through creative communication, skills development and connections with new markets,” he added.

Through the partnership, Windmill Advertising’s experience in creative communication, public awareness, digital promotion and capacity development will complement UNESCO’s work to safeguard living cultural heritage.

The collaboration will also focus on documenting the knowledge and skills of artists and helping pass them on to future 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 this recognition, UNESCO and Windmill Advertising will work together to safeguard the rich history, aesthetics and cultural significance of Rickshaw Art while contributing to the social and economic advancement of the artists associated with the unique art form.

Under the partnership, an integrated project titled “Rickshaw Painting: Expanding the Canvas” will be implemented.

The project will include training and skills development programmes for artists associated with Rickshaw Painting, initiatives to expand the commercial potential of the art form, opportunities to connect artists with leading brands, and exhibitions and promotional activities to bring the artistic tradition to wider audiences.

Alongside supporting artists’ livelihoods, the project also aims to highlight the creativity, stories and visual language reflected in Bangladesh’s Rickshaw Art.

Kizzy Tahnin, head of culture at UNESCO Dhaka; Bipasha Tripura, programme assistant of culture; and Md Motiur Rahman Rabbi, manager of operations and client service at the advertising agency, were also present at the signing ceremony.