The idea behind "Nas Aden" is to preserve, document, and digitally reimagine the cultural and historical identity of Aden, the temporary capital of Yemen. In the aftermath of the war, which led to the loss of much of the city’s archives, the platform emerged as a response to safeguard untold stories, oral histories, picture archives, traditional songs, and the city’s unique role as a haven for minorities.
Targeting Gen Z, the platform presents these elements in innovative, engaging formats that resonate with younger audiences. It is fueled by the voluntary efforts of passionate contributors from this generation, working without any official or external funding, driven solely by their commitment to preserving their cultural legacy.
Key Contributions:
- Preserving Heritage: Documenting Aden’s history and cultural identity through stories, oral histories, and archives.
- Empowering Marginalized Groups: Sharing the stories of religious minorities and women, who face significant oppression, to amplify their voices.
- Documenting Foreign Influences: Highlighting the experiences of foreigners who lived in Aden to provide a broader perspective on the city’s history.
- Advocating for People with Disabilities: Shedding light on their stories and challenges to ensure their inclusion and representation.
- Supporting Small Businesses: Highlighting shops tied to the city’s history and culture, such as those offering traditional crafts or iconic local dishes, to help preserve Aden’s unique identity.
Strategy and Execution
- Project Inception:
"Nas Aden" was founded in 2014 as a simple photo archive to preserve Aden’s cultural identity. After the 2015 war, which resulted in the loss of much of the city’s historical records, the project evolved into a comprehensive platform documenting untold stories and intangible heritage. Leveraging my experience in documentary and digital work, I developed a professional approach to expand its reach and impact.
- Execution:
The platform operates with personal equipment and a small team of no more than five individuals, with the majority of production handled by one person. Ideas are collected, filmed, and edited into engaging content that showcases Aden’s rich diversity.
Key stories, such as the Hindu temple, teacher Nabil’s dedication, and women breaking barriers in Yemen, have resonated deeply with audiences, gaining widespread attention and even reaching the Yemeni Prime Minister.
- Challenges and Uniqueness:
Operating as an independent platform in Yemen presents significant challenges. With limited resources, we often struggle to maintain a consistent publishing schedule due to the pressure on our small team.
Furthermore, working in a politically polarized country, where media and governance are controlled by conflicting factions, adds complexity. Aden’s residents, who often distance themselves from these factions, have found a rare outlet in "Nas Aden." The platform provides a space free from political influence, allowing their stories and heritage to be preserved authentically.
Despite the challenges, "Nas Aden" has grown to reach nearly half a million followers, making it one of the largest platforms in Yemen. Achieving this level of engagement in a country with weak internet infrastructure is a significant accomplishment and testament to the platform’s authenticity and relevance.
Through its grassroots approach, focus on supporting religious and ethnic minorities, and authentic storytelling, "Nas Aden" safeguards Aden’s diverse identity and ensures its legacy is passed on to future generations.
The results of "Nas Aden" have exceeded our objectives, proving the importance of our mission. Reaching nearly half a million followers in a country with weak internet infrastructure highlights the platform’s impact. Stories like the Hindu temple, teacher Nabil, women breaking barriers, and Suha, a female public bus driver defying societal norms in Yemen, have resonated deeply, even reaching the Yemeni Prime Minister.
After the COVID-19 pandemic, the number of followers grew significantly, from 250,000 in 2020 to 450,000 in 2024. In the last 90 days, from November 2024 until the application submission date, there were nearly 3 million views on the account, with 67.2% coming from non-followers. This presents a strong opportunity to engage with a new audience.
Our top followers are from Yemen, followed by Saudi Arabia and the United States, with over 60% belonging to Gen Z.
"Nas Aden" has become a haven for those with stories to tell and families wishing to document their lives. Additionally, we’ve empowered small business owners, such as heritage shopkeepers, by showcasing their work and transforming some of these establishments into key destinations for visitors to the city.
With followers from across the world, we’ve started translating our work into English, enabling us to connect with the Yemeni diaspora and strengthen their bond with their roots. This global reach affirms that our platform is not just preserving Aden’s heritage but sharing it with the world.
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