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I am not led; I lead! These words in Latin, inscribed on the coat of arms of the flag of São Paulo, reflect the social role each paulistano has in relation to the city — a reminder of the importance of valuing and preserving the heritage of the place we call home.

Heritage preservation is directly connected to memory. Its various dimensions are related to the development, continuity, and reinterpretation of the traditions of groups, individuals, and communities, contributing to the construction of cultural meanings and references.

In recent years, particularly in 2014, a more serious discussion about the city of São Paulo began to emerge. There is still a long way to go. It is a long-term effort. Memory and heritage are broad social rights, and their protection and appreciation should involve society as a whole — not just the public authorities. To make this possible, we need to build partnerships among different sectors of society, including the private sector, universities, the press, civic groups, and government.

Today is São Paulo’s birthday, and Hey Sampa is celebrating its first year. Throughout this journey, we have sought to promote and value the city’s heritage — both tangible and intangible — while recognizing the identity of its neighborhoods and their residents through stories, places, and culture. Through different channels and partnerships, we have worked to promote heritage education and encourage people to make better use of São Paulo’s public spaces.

We believe that most paulistanos barely recognize the heritage of their own city and have a limited relationship with its public spaces (unfortunately!). A small example of this was the Jornada Patrimonial Fotográfica, a photographic heritage walk held in May 2014 in the Bixiga neighborhood. During the event, we noticed how disconnected people were from the identity of their own neighborhood.

The event consisted of a walk with local residents through cultural and social landmarks. When we passed by Casa Yayá, the Cultural Preservation Center of the University of São Paulo (USP), at 353 Major Diogo Street, one of the residents praised the beauty of the old mansion but said he did not know what it was and was even afraid to go inside. The house is open to the public and regularly hosts cultural activities, including exhibitions and live music. This is a clear example of the lack of knowledge people have about their own neighborhoods and, consequently, about the city itself.

That is why collaborative efforts are so important: people need to discover and understand the cultural and historical benefits that the city offers its residents.

We believe that, in this way, these stories will remain alive and citizens will recognize themselves as an integral part of them, ultimately improving their quality of life and their perception of their own values and identity.

After all, how do you see São Paulo? How do you experience your city? The ideal city is the one we choose to take pleasure in living in.

Happy birthday, São Paulo!