Client: V&A
To launch V&A East, we set out to reinvent the perception that museums are not for diverse and younger audiences. Research showed exclusion stemmed not from access, but from a lack of relevance, representation and invitation. Our strategy, Make It Yours, put East London communities at the centre of the campaign, co-creating media, content and storytelling with local makers, creators and community partners. By shifting authorship from institution to audience and investing 45% of media spend in diverse-owned and community channels, we transformed the museum launch into a genuine invitation, demonstrating how inclusive media can drive cultural participation and belonging.
