British Council
Creating opportunities for young people in the museum and heritage sector.
I oversaw the communications strategy and campaign for Our Shared Cultural Heritage, a programme aimed at helping more young people engage with the art and cultural heritage sector. The project was centred on people aged 11–25 and funded by the National Lottery Heritage Fund and the British Council, and it looks at how the sector can become more relevant and accessible for youth.
The challenge.
Working with partners across the UK and South Asia, I managed communications delivered across different regions to raise awareness within the sector and among young people. The goal of the campaign was to ensure young voices are considered as part of programming and to invite young people to apply for paid positions in museums.
The impact.
OSCH successfully ended in 2023. The communications strategy and campaign I produced helped amplify the young people’s experiences and created awareness to new audiences around opportunities within the arts and museum sector within the UK and South Asia. The OSCH programme and communications approach has since been incorporated within individual organisations to ensure a continued legacy and new opportunities for people wanting to get into the sector.
