MIGRATION MUSEUM PUBLIC ENGAGEMENT
Image: Elzbieta Piekacz
Public Engagement
Audience Development
Audience Segmentation & Evaluation
Public Programming
COMMISSIONING
THE CHALLENGE
Britain is one of the few countries in Western Europe without a permanent Migration Museum, migration simply is not part of narratives around Britishness. And yet migration has shaped this little island in almost every way imaginable.
Research found that whilst those at the extreme ends of the spectrum shouted the loudest, most British people sat in the middle - anxious about migration, but not hostile.
The Migration Museum needed a public engagement strategy that made migration feel relevant to unsure audiences and helped show migration as a central part of British history and Britishness.
It also needed to raise awareness amongst audiences who did feel migration was relevant to them, but didn’t feel represented in Britain’s story.
THE WORK
By layering the Migration Museum’s existing attitudinal segmentation onto a behavioral segmentation we were able to identify trends in interests, behaviors and arts engagement amongst target audiences.
The team were already leading with personal stories, but this still relied on audiences coming into the Migration Museum first.
We needed to hook them with a relevant theme and then bring it round to migration.
We did this by developing a new audience evaluation framework to ascertain interests. From here we developed programming streams on family history and football.
The result: thousands of new visitors to the Migration Museum over three years. The strategy supported all museum activity resulted in partnerships resulted in partnerships with Spotify; Find My Past; Kick It Out; Football Beyond Borders and laid the groundwork for the award winning Migrant Makers Market.
THE INSIGHT
“liberal advocates tend to be intellectual. They like to read and think. They thrive on policy debates, arguments, statistics, and getting the facts right. All that is well and good, but it can be self-destructive politically when allied with a belief in the moral superiority of the cerebral at heart, because moral condescension registers with voters” - ”
THE TEAM*
*Because it takes a village to deliver a public engagement strategy…
Robyn Kasozi - Head of Public Engagement
Matt Plowright - Head of Communications
Aditi Anand - Artistic Director
Photography: Elzbieta Piekacz
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PAUL CANNOVILLE @ THE BORDERLESS CUP
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ROBERT RINDER @ FAMILY HISTORY DAY 2019
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LONDON METROPOLITAN ARCHIVES @ FAMILY HISTORY DAY
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THE MIGRANT MAKERS MARKET DESIGNED BY STUDIO LUCY SANDERSON
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FAMILY HISTORY DAY 2019
