INNOVATIVE STRATEGY TO CONNECT EUROPEAN MUSEUMS AND ARCHAEOLOGICAL SITES WITH YOUNG PEOPLE
We have developed a strategy that enables museums and archaeological sites to adapt their activities to make them more appealing to young people, whilst at the same time harnessing the potential of young people themselves as promoters of these spaces on social media. In this way, the image of museums and archaeological sites is revitalised through the eyes and language of young people.
To make this possible, we have established the role of Culture and Science Ambassadors, a group of young people who contribute primarily by creating digital content. This format enables them to play an active part in promoting cultural heritage and bringing it to other young people in a direct, dynamic and accessible way.
Stages required to implement this strategy in a structured manner:
STAGE 1. DIAGNOSIS AND PRELIMINARY ANALYSIS
To begin the process of engaging young people with museums and archaeological sites, a clear understanding of the current situation is required. Therefore, PHASE 1 has been established to carry out an assessment that identifies the characteristics of the young audience, the available resources, the capabilities of the technical team and the potential of cultural heritage as a tool for social impact.
This preliminary assessment will facilitate work with young people, particularly those facing obstacles, as it enables the identification of barriers, opportunities and real needs before the technical team designs specific actions and the potential of the heritage is realised
PHASE 2. SELECTION AND INTEGRATION
The aim of this phase is to define and organise the selection process for the people who will play a key role in revitalising museums and archaeological sites: the technical coordinators and the ambassadors.
In this phase, we have created a set of selection tools that are particularly useful for facilitating this process. These tools are recommended when seeking to select unknown ambassadors. Furthermore, this stage involves setting up the advisory board, determining its composition and the involvement of its members, in order to ensure a coherent and effective working structure.
PHASE 3. IMPLEMENTATION
This stage transforms all that planning into a real-world intervention within the museum or archaeological site, launching activities, digital strategies, participatory processes and collaborative mechanisms.
Implementation is a gradual process that must be realistic, ensuring that actions are aligned with available resources and with the needs identified amongst young people, particularly those facing barriers to cultural access. This phase allows the viability of the strategy to be tested, processes to be adjusted, and the museum and archaeological site to be established as active spaces for participation and inclusion.
PHASE 4. EVALUATION
Once the strategy has been implemented, tools are needed to assess its actual impact. One of the key tools for carrying out this assessment is a set of indicators that enable us to verify whether the actions undertaken are achieving the stated objectives: bringing heritage closer to young people, strengthening cultural participation and generating opportunities for personal and professional development.
The indicators, established across four key dimensions – youth participation, digital impact, social inclusion and the development of employment-related skills – reflect the strategy’s main objectives and enable an assessment of the extent to which the museum or archaeological site has been transformed into a cultural space open to young people.
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