International cultural agency UNESCO has announced that it is to launch a global campaign aimed at encouraging governments and the private sector to develop publishing, music, film, multimedia, crafts, design production and distribution firms in as many countries as possible. The Global Alliance for Cultural Diversity, to be facilitated by UNESCO for six years, is seen as a ‘coalition of the willing’, and will work to create economic and regulatory environments favourable to the prospering of small to medium sized cultural enterprises, particularly in the developing world. Enforcing copyright, sectoral reorganisation, professional training, mobilising the forces of non-government organisations and access to capital are seen by the agency as vital to its campaign. ‘Many say that culture will be a driving force in the global economy of the 21st century. Those who share the conviction that cultural diversity is a global asset that belongs to us all, commanding our attention and our responsibility have a rendezvous with the Global Alliance,’ according to a UNESCO paper on the subject, ‘If we unite our forces and our capabilities in the conviction that cultural diversity is the central axis of equitable development, in ten years it will be possible to achieve a more balanced distribution of cultural products on a global basis.’