--- title: "Juárez Aumentada won a place in the EKÁ Naweame call | NDA" description: "Juárez Aumentada's 2022 selection in the EKÁ Naweame call: the funding that came before the partners and the press." url: https://newdiscovery.agency/news/juarez-aumentada-selected-in-the-eka-naweame-call/ language: en --- Recognition 5 min read # Juárez Aumentada won a place in the EKÁ Naweame call The EKÁ Naweame selection funded Juárez Aumentada and put a state cultural programme's name behind an augmented reality project. Article Details Category Recognition Published July 2022 Read Time 5 min Author New Discovery Agency The EKÁ Naweame selection funded Juárez Aumentada and put a state cultural programme's name behind an augmented reality project. [Back to News](https://newdiscovery.agency/news/) Juárez Aumentada was selected in the EKÁ Naweame call in July 2022, which gave the project funding and put a state cultural programme's name behind it. New Discovery announced the selection at the time, and the [original notice](https://newdiscovery.agency/juarez-aumentada-proyecto-seleccionado-en-la-convocatoria-eka-naweame/) is still on its site. The Chihuahua state government later held EKÁ Naweame up as a national example of cultural-project financing, in [its own account of the programme](https://chihuahua.gob.mx/contenidos/eka-naweame-es-ejemplo-nacional-en-financiamiento-de-proyectos-culturales). The selection is what allowed augmented reality to be treated as public heritage infrastructure rather than as a one-off activation. Liz Pasillas put her own reason for the project on the record a few months later, when El Diario covered it: she was born in Ciudad Juárez, raised on the value of its roots, and had watched the speed of the present disconnect younger generations from the heritage that represents them. Juárez Aumentada was her fourth immersive production as documentarian-producer in the cultural field, and the stated aim was belonging — using technology to bring those generations back to what is around them. ## Calls like EKÁ Naweame sit _between an idea and a permanent thing._ They do not celebrate a finished result; they decide which projects get support, development and public trust. That is what this one did for Juárez Aumentada, and it explains the shape of everything after. The project was never only AR overlays. It was an attempt to make local heritage legible to residents, students and visitors through a system that could carry civic storytelling over time. ## Public recognition rarely arrives alone. _It compounds, and this is where it started._ Without this point the record jumps from concept to mature case study, and the partner support and press coverage that followed look as though they came from nowhere. They did not. They came after an institution had already put money and its name behind the work. ## From the selection the project runs _through partner backing, press and a permanent installation._ [The Juárez Aumentada case study](https://newdiscovery.agency/case-studies/juarez-aumentada/) shows what it became. [BRP's backing](https://newdiscovery.agency/news/brp-apoya-e-impulsa-el-desarrollo-de-la-cultura-en-ciudad-juarez/) is the partner layer, [El Diario's feature](https://newdiscovery.agency/news/exploran-la-grandeza-fronteriza/) is where it became legible to a general reader, and [the Cultura Conectada press event](https://newdiscovery.agency/news/juarez-aumentada-en-rueda-de-prensa-cultura-conectada-y-centros-comunitarios/) is the public rollout. More News [ Industry Event An AI workshop for museums, at the binational meeting Forty places, one afternoon, and a room of cultural managers from Juárez and El Paso learning what the tools can and cannot do. Read ](https://newdiscovery.agency/news/ai-lab-vi-encuentro-binacional-de-museos/) [ Speaking Liz Pasillas on leading from who you already are Her mind went blank in front of 30 investors in Miami. The TEDx talk is what she built out of the three days that followed. Read ](https://newdiscovery.agency/news/liz-pasillas-at-tedx-ciudad-juarez/) [ Speaking Jonalex Herrera's TEDx talk on migration and identity He reshot his own border film after a director lost its essence, and told TEDx Ciudad Juárez what newcomers owe the city that takes them in. Read ](https://newdiscovery.agency/news/jonalex-herrera-at-tedx-ciudad-juarez-2024/) From news to proof ## The coverage tells the story. _The case studies show the work._ Each case study shows the system, the technology, and the impact behind what makes the news. [See case studies](https://newdiscovery.agency/case-studies/)