British Council
Making space for young people in the museum and heritage sector.
I led the communications strategy and campaign for Our Shared Cultural Heritage, a programme focused on helping young people shape a more accessible and relevant heritage sector.
Big idea.
Museums and heritage organisations need to listen to, involve and create opportunities for the people who will shape their future.
Funded by the National Lottery Heritage Fund, Our Shared Cultural Heritage, brought together partners across the UK and South Asia to explore how cultural spaces could better engage people aged 11-25.
Simply told.
I developed and oversaw a communications campaign across multiple regions and partner organisations.
The work raised awareness among young people and sector audiences, amplified participants’ experiences and promoted paid opportunities in museums. It kept the focus on a simple but important shift: young people should not only be audiences for culture. They should have a meaningful role in shaping it.
Lasting impact.
The programme concluded in 2023, having increased visibility for young people’s experiences and opportunities across the arts, museums and heritage sectors in the UK and South Asia.
Its communications approach has since been incorporated into individual partner organisations, helping the work continue through new opportunities for people entering the sector.
