MusLi (Museums Literacy) - Fondazione Fitzcarraldo

PROMOTIONAL PROGRAMMES OF
A COME AMBIENTE MUSEUM
Key points of interest
MusLi - No qualifications needed: museums and new audiences
motivation
The project demonstrated to be successful in raising and strengthening the participants’
motivation.
People are interested by the fact that the museum refers to, and also offers to them something
that can be used in their personal and private life. The museum seems to facilitate socialisation
and to meet the needs related to family liaisons. Thanks to articulated promotional campaigns,
the museum reduces the economical barriers discouraging people from the visit.
communication/contact (channels, spaces, strategies):
The project was successful in reaching and involving the target public.
The museum’s communication addresses to people directly in their life spaces, with a direct
reference to their real and current interests, and it also communicates inside the “mass services”,
as for instance at cash desks in big stores, thus presenting itself not as “exclusive”,
but on the contrary fitting to “common people”. The communication is always creative and
informal in order to remove the idea of the museum as something “classical”, boring and unchangeable.
Description
A come Ambiente is rather than a museum an interpretation centre totally devoted to develop the audiences’
awareness concerning environmental issues and responsible behaviours to adopt in order to
protect the environment, i.e. energy saving, waste recycling and so on.
This museum was created as an association of 18 public and private partners, amongst which public
administrations (the Turin City Council, the Province, the Region), research centres, private companies
and big distribution chains (for instance COOP, Auchan).
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