Mexico. Mexican artists and creatives have joined the Orange Region campaign promoted by the Inter-American Development Bank (IDB) to create a network of talents with the goal of turning Latin America and the Caribbean into a global hub of creativity.

The creative and cultural industries generated 1,9 million jobs in the region in 2015 and represent 2,2 percent of regional GDP. Television is the leading industry exporting programs to the whole world. Cinema is a key sector in Argentina, Brazil and Mexico, and in the region more than 400 films are produced per year.

The Orange Region creativity campaign was launched at the Centro University in the framework of the great Idear Soluciones event, where more than two dozen innovators from Mexico and the rest of the world presented creative solutions to the region's challenges.

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At the launch a video was presented with testimonials from a large number of personalities and emerging artists who have joined the campaign and announced a website, www.regionnaranja.org where interested parties can register and sign virtually their support.

At a press conference, Tomás Bermúdez, IDB Representative in Mexico; Ernesto Miranda, Digital Agenda Director of the Ministry of Culture of Mexico; Eric Descombes, President of the advertising agency FCB-Mexico, which developed the campaign, announced the results of the Orange Meeting that was held at the 21 in February with more than 80 guests, including architects, singers, filmmakers, chefs, writers, developers of software and designers, who shared their ideas on how to build the network and implement this project in other countries of Latin America and the Caribbean.

"The technological revolution is increasing the pressure on governments, companies and institutions like the IDB to change the way we provide solutions to improve the lives of our people and with which allies we unite to achieve it," Bermudez said. "Creativity will be one of the most sought-after skills in the next decade and the only inexhaustible resource we have," he added.

The Orange Economy is a concept coined by the IDB that refers to goods and services that use creativity and intellectual capital as a fundamental component, with the potential to create jobs, wealth and well-being. It includes, among others, art, performing arts, tourism, cultural heritage, new media and content software, including, for example, video games and conventional cultural industries, among others.

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