European heritage is undergoing a quiet but profound renewal thanks to a group of young people aged between 18 and 30 who are taking part in the European project ‘From Past to Future’, which aims to change the way museums and archaeological sites communicate with society. The initiative is based on a clear strategy: harnessing the potential of young people themselves as heritage promoters on social media, enabling the image of these sites to be updated through their perspective, their language and their digital tools. To this end, the project has established the role of Culture and Science Ambassadors – young people who work primarily in a digital format and are actively involved in promoting heritage amongst their peers.
The profiles within this group are as diverse as they are complementary. They come from fields such as History and Archaeology, Biochemistry, Hispanic Philology, Psychology, Physical and Forensic Anthropology, Tourism and Marketing, and Conservation and Restoration. Among them are historians specialising in heritage and communication, archaeologists with experience of excavations such as Atapuerca, conservators specialising in cultural heritage, biochemists interested in human evolution, international students involved in archaeology groups, and young people who combine history with content creation.
This academic diversity is a strength: each member brings a different perspective on how to interpret, explain and make the past accessible.
Their personal interests broaden this spectrum even further. Some focus on fauna, microfauna and micromammals; others on evolutionary genetics, lithic technology or material culture. There are those who specialise in video editing, communicating the past, osteological study or prehistoric diet. Also prominent are profiles focused on the circular economy, heritage legislation, bone restoration, forensic anthropology or human evolution. Others are drawn to translation, content creation, digital strategy or the use of tools such as Canva to communicate prehistory. This diversity of interests turns the group into a creative laboratory where heritage is approached from multiple angles.
The work they carry out is mainly conducted in the digital sphere. The Ambassadors produce videos, design visual content, experiment with short-form storytelling and adapt scientific language to formats tailored for TikTok and Instagram. Their aim is not only to inform, but also to bring heritage closer to other young people, spark curiosity and demonstrate that science and culture can be presented in an engaging yet rigorous way.
The combination of specialist knowledge and digital skills enables them to create content that connects with new audiences without compromising on scientific accuracy.
Looking ahead, the project aims to build a European community of young science communicators capable of bridging the gap between science and society from an innovative perspective. The intention is for these Ambassadors to continue producing rigorous and creative content, to integrate new technological tools — including artificial intelligence — and to collaborate across countries and disciplines to offer an up-to-date perspective on the past. Their evolution demonstrates that heritage is no longer communicated solely through display cases or excavations, but also through mobile phones, creativity and the voices of those who represent the future.