Cultural Learning Alliance

A 360° online, film and live streamed national event

A communications challenge to bring together two wide ranging sectors under one campaign. The cultural sector – museums, theatres, cinemas, galleries, dance halls and heritage buildings. The education sector – teachers, youth workers, early years, local authorities and the government departments responsible.

germination helped define a language for the campaign and a communications device, asking “what was your most memorable cultural experience as a child?” Short films from political figures including David Cameron, business leaders, academics and creative industry stars helped explain the importance of learning through culture and provided an emotional hook.

We built the campaign website to push sign up, produced the films, worked with the client to refine the messages and designed a series of events to involve schools and cultural organisations across the country to show their support for cultural learning, celebrate what has been achieved and press the new government to maintain its commitment to learning through culture for children and young people.

You remember, you were there. What was your most memorable cultural experience and how did it feel?