Joint Program: Inclusive creative industries: an innovative tool for alleviating poverty in Peru

Ministry of Culture of Peru
Regional Governments of Ayacucho, Cusco, Puno and Lambayeque
Objectifs clefs de la mesure:

The Joint Program proposes to contribute to the development of creative industries (CI) in Peru, all those industries that produce and distribute cultural goods or services, in other words production activities and marketing with the identity of the place where they occur. They have as raw material the creation and transmit cultural expressions. Besides publishing, cinema, arts and handicraft, include the use of archaeological heritage, cultural tourism, popular festivals, among others.
The Joint Program has main objective to reduce poverty by developing sustainable and inclusive markets for Creative Industries of organic agriculture, handicrafts, tourism and gastronomy sectors for developing and improving the quality of life of vulnerable poor groups.
It considers to generate development and sustainability of Creative Industries in Peru, creating a favorable policy and institutional framework for the development of Inclusive Business in Creative Industries and strengthening of public-private structures ad hoc in each region, with entrepreneurs as strategic partners, achieving the inclusion of vulnerable groups to a formal system, to articulate different regional and national markets, and exportation sector in a sustainable way. The JP uses the experiences of six agencies involved in ILO, WTO, UNIDO, UNDP, UNESCO, FAO and proposes to implement three components which products and activities will achieve direct effects of economy stimulation in intervention areas, generating decent work and improving the quality of life of vulnerable groups and their families with better income generation.

The Joint Program is implemented by a three-year period (January 2010 - December 2012) and has the following specific objectives:
All UN involved agencies work together in the JP for developing this aim with government counterparts. Currently, there are developing a series of studies and mapping of strategic partners, public, private and international cooperation, financial service and business providers, training and technical assistance in support of ICIs, which will be complemented with studies on intangible cultural heritage, valid legislation for promoting ICIs, intellectual property protection tools and market research nationally and internationally on the ICIs.

Within this objective also includes awareness component, which not only informs the JP, but also raises awareness in strategic partners about possibilities and opportunities offered by ICIs. As part of this, actions will be held in order for leaders and representatives of business associations know the methodology to develop inclusive business plans and identify ICIs minimum standards for inclusive business. It will also work on building capacity of local and regional governments in promoting sustainable business development in ICIs. Finally, as part of this result, activities will be developed a proposed regulatory framework and valid public policies for the promotion and development of ICIs, according to the distribution of competences and functions among four levels of government.


This objective is divided into (i) capacity building about Training of Trainers program, and Farmer Field Schools and other training ways and technical assistance to micro and small producers particularly vulnerable, (ii) the promotion of income generation and market access for micro and small producers through the identification and selection of new and creative endeavors and development of innovative pilot projects; and (iii) promoting IC formalization in coordination with existing relevant institutions.


Develop activities of systematization, publication and transfer of best practices and lessons learned from the JP. This process will allow that JP outputs and outcomes are disseminated to all its stakeholders, partners, networks, etc. to promote sustainable and replication of JP.

Périmètre de la mesure:
Principale caractéristique de la mesure:

The promotion of cultural industries in JP focuses on four sectors: organic agriculture, handicrafts, tourism and gastronomy in four regions of Peru: Ayacucho, Cusco, Puno and Lambayeque. Three of these regions (Ayacucho, Cusco and Puno) are included in the list of areas with very critical situations MDGs, while Lambayeque, after Piura, the second poorest region in the Peruvian coast. Two of these regions, Lambayeque and Ayacucho do not receive mining royalties and their rents are very low in relation to the rest of the country. All selected districts of the 4 regions have HDI below 0.6. These four regions of Peru have been selected for three main reasons: the first reason is their poverty, especially in poor urban areas of recent immigrants or in more remote rural areas, the second is that there are major development opportunities in four economic sectors that include many productive creative industries based on micro and small enterprises, such as organic farming, gastronomy, tourism and handicraft; and the third is the presence of UN agencies that articulate the JP.

The lead government institution is the Ministry of Foreign Trade and Tourism (MINCETUR), which is responsible for coordinating of other national counterparts and consolidate their positions. MINCETUR coordinates JP actions with UN agencies and developed the program with local partner institutions such as the Regional Governments of Ayacucho, Cusco, Puno and Lambayeque, Provincial and District Municipalities, the Ministry of Production (PRODUCE) and Regional Directorates of Production (DIREPRO), Ministry of Agriculture - MINAG Agricultural and Regional Offices, as well as the National Service of Agrarian Health (SENASA), Ministry of Foreign Trade and Tourism (MINCETUR) and its Regional Offices (DIRCETURs), plus Technological Innovation Centers of Handicraft and Tourism (CITEs), the Ministry of Environment (MINAM) and Regional Environmental Management Offices, the Ministry of Labour and Employment Promotion (MTPE), Ministry of Culture and its regional directorates, INDECOPI, producer associations, and some NGOs with experience in the program.

Intervention Strategy
The JP intervention strategy is based on three main components that will allow to achieve direct effects of JP: i) favorable institutional environment to develop inclusive business in inclusive cultural industries. ii) Market access and growth of micro and small producers involved in business of inclusive cultural industries. iii) Dissemination of validated models for business promotion in inclusive cultural industries.

A favorable institutional environment will be result from the conduct and dissemination of specialized studies for business promotion in ICIs, including identifying of strategic partners for support. Also, the strategies will be implemented to raise awareness about possibilities and opportunities offered by ICIs. It will strengthen public and private sector capacities to promote inclusive business.

Also, to achieve market access and increasing income, it will be necessary the development of productive capacities and business management, give co-funding for innovative endeavors, integral formalization of micro and small producers and promotion of ICIs goods at regional, national and international markets.

Systematize and disseminate experiences and best practices developed by the JP for developing models for ICIs promotion and achieve sustainability and replicability of JP.

Intervention strategy at national and regional level is based on strategic partnerships of JP with public and private institutions that have interventions linked to JP. Also, ensuring that JP interventions are linked with policy guidelines of the different levels of government.

At the end of the program is expected to have:

  • 4.800 government officials, private sector leaders and community leaders will know about the ICIs opportunities in rural areas, Creative Industries, at least 30% women.
  • 100 students will have completed successfully studies in Creative Industries and Inclusive Business delivered by representative national universities.
  • A proposed regulatory framework and procedures for ICIs promotion.
  • 1.300 representatives of public sector, private sector and civil society (national, regional and local) increased awareness of existing incentives in the regulatory framework and the management of ICIs to fight poverty.
  • 120 congressmen increased awareness to incorporate the proposed regulatory framework on its legislative agenda with the participation of 32 regional and local leaders.
  • A methodological guide that includes minimum standards to formulate business plans of inclusive creative industries.
  • 500 Business leaders know the methodology to develop inclusive business plans.
  • 04 regional governments and 12 local governments incorporate inclusive creative industries topic in their plans of Coordinated Development and develop a public investment project for ICIs promotion.
  • 100 trainers have been trained (minimum 30% women, 50% poorest quintile) and can replicate JP with a larger number of micro entrepreneurs.
  • 60 pilot projects or new Inclusive Business of Creative Industries endeavors will have been consolidated using quality criteria, ensuring work for 200 entrepreneurs and improving the quality of life for 200 families.
  • 4 tours will articulate Creative Industries, encouraging local economy of approximately 53,000 people.
  • 80 local institutions have been trained on the implementation of the minimum standards in labor, environmental and preservation of intangible heritage of creative industries as quality indicators.
  • The experience will be systematized about best practices and lessons learned of Joint Program.

Challenges identified in the implementation of this measure:

The ICI promotion is an innovative issue that should be included on agendas of competitiveness and productivity to improve the social inclusion of the poor. However, taking into account the roles and functions of government counterparts, the Government will have an important role in promoting and strengthening a favorable environment for inclusive businesses in ICI.

Ressources financières allouées à la mise en œuvre de la mesure:

US  $5,000,000.00 

Objectif(s) de la Convention 2005 de l'UNESCO
Domaines culturels