1. Researching New Audiences
Medicine Galleries Project Science Museum, London
We are grateful to have received initial financial support for this £24 million project from:

2. Medicine Galleries Project
New galleries, learning programme, digitisation and online offer
Opens 2019
Part of the Science Museum’s ‘Masterplan’
3000m2 (most of the first floor of the Museum)

3. Target Audiences Independent adults Families with children 11+
KS 3 & 4 school groups (age 11-16)
Underrepresented groups
Lower socio-economic backgrounds
Black and Minority Ethnic (BAME)
People with disabilities

4. Why engage new audiences?
Cross departmental workshop with Museum staff
Explored four questions:
Why do we want to reduce barriers for those not attending?
How can we measure the success of this?
How can different departments work together?
What are the challenges?

5. Why engage new audiences?
To improve the diversity of visitors that feel the Science Museum is “a place for me” with opportunities created by the new Medicine Galleries

6. Who should we work with? Likelihood of visiting High Likelihood
Low Likelihood
No interest
Potentially interested but with some significant barriers
Visit through school groups
Easily influenced to visit
Current Visitors
Local delivery partners
National delivery partners
School partners
Brand partners
Current approach to marketing

7. Engaging New Communities with Medical Objects
People’s engagement with objects was affected by:
Personal connections
Science interest
Cultural background
Note: These findings link to wider research with under represented audiences and their engagement with science centres and museums.

8. Summary
What’s Next?
Funding, increased equity and inclusion
Why?
Improve the diversity of visitors that think the Science Museum is “a place for me”
What’s the benefit?
Those with low ‘likelihood to visit’
Who?
Establish ‘why’ and ‘what's the benefit’ for under represented groups
Continue to work with under represented groups, create meaningful partnerships
Evaluate success of approaches over next few years

9. Thank you Lauren.souter@sciencemuseum.ac.uk
We are grateful to have received initial financial support for this £24 million project from: