Buenos Aires culture pass: transforming the city’s youth into cultural enthusiasts

The Purpose 

Recent surveys of young people in Buenos Aires have revealed that there are significant gaps in cultural consumption, with lower levels of formal participation. For instance, while most young people use digital technology, and many say they regularly read or listen to music online, fewer say they attend theatres, cinemas or fee-paying events, especially among the city’s poorest communities. Lack of affordability is one of the main barriers to accessing culture among young people. 

The Challenge  

To create a programme that will help increase cultural participation and consumption levels among young people, whilst also boosting cultural industries.   

After just two months, over 10,000 people registered for the Culture Pass. By 2023, 38,000 young people aged 16-19 years old had registered for the service. 

The Solution 

The Cultural Pass programme, run by the City’s Ministry of Culture, aims to promote cultural consumption among young people. It focuses on students aged 16–18 attending the 4th, 5th and 6th years of public and 100% subsidised secondary schools.  

Students will receive a card with a monthly credit, which can be used to make cultural purchases such as books, or theatre and concert tickets, and will deliver special benefits to access cultural goods. Inspired by similar programmes developed in Spain, Italy and Brazil, the programme intends to promote diverse and regular cultural consumption to a wider audience and boost the city’s cultural industries. It will provide greater autonomy for young people to choose the cultural activity that interests them the most. This is particularly relevant in a 21st-century digital society, with cultural institutions increasingly having to adapt to competing demands on young people’s time and attention. Teachers from public schools will also become beneficiaries of the programme, enabling them to accompany students. 

Funding for the Cultural Pass comes from three sources: the public sector, the private sector, and other participating organisations. The programme hopes to generate alliances with the private sector, to include as many cultural goods and services as possible. 

The Impact 

The Cultural Pass programme was launched in October 2018. After just two months, over 10,000 people registered. By 2023, 38,256 young people aged 16-19 years old had registered for the service. 

The programme aims to transform cultural consumption habits. It forms part of the City’s wider efforts to decentralise culture by developing new audiences in Buenos Aires’ outlying areas. It will result in greater cultural development, more opportunities and new jobs and is a recognition of the importance of engaging young people in the cultural economy. Furthermore, it can help cultural institutions expand their reach and attract more young people to their events. 

Source: World Cities Culture Report 2018

Images Courtesy © City of Buenos Aires