Asia-Pacific alongside the campaign’s co-founders Yami 2 and Upian at the Asian Side of the Doc, the first international documentary marketplace in Asia. Generation What? Europe recently reached over a million young people in partnership with 15 European Broadcasters, coordinated by the European Broadcasting Union. Now, in partnership with the Asia -Pacific Broadcasting Union, UNESCO, Yami 2 and Upian plan to expand the campaign across Asia and the Pacific and create new transmedia contents.

UNESCO is the United Nations lead agency of the International Decade for the Rapprochement of Cultures and for promoting freedom of expression and media development. The Organization promotes cross-cultural dialogue as a tool for peace building around the world, a commitment to addressing this pressing need to take into account and clearly demonstrate new articulations between cultural diversity, freedom of expression and other universal values.

Generation What? Asia-Pacific provides an opportunity for UNESCO to encourage dialogue at scale, to collect information on the youth attitudes that will inform UNESCO research, learning and programming in this area, and provide opportunities for youth development through awareness-raising and capacity-building.

Generation What? is a unique campaign that has already resonated with millions of young people across Europe. With campaigns launching in the Middle East and now Asia-Pacific, it is on course to become the world’s first global transmedia campaign. The program provides a valuable service to broadcasters by connecting them in a meaningful way with young people, building their capacities to coordinate a transmedia campaign across online, TV, radio

and print, and collecting rare data on youth attitudes that can transform how the public think about young people.

For young people, it is a chance to paint a portrait of their generation, to recognise that youth around the world despite their diversity suffer from the similar issues and concerns about the future. Generation What? can create a bridge between these continents creating opportunities for deeper understanding and respect.