Museums are more than exhibition centers. And they’re definitely not boring.
To raise awareness of the broader capabilities and challenge perceptions of stodginess, the Smithsonian Institute has launched a major promotional campaign. The campaign, aimed at 18- to 34-year-olds (whose perceptions are most mis-aligned with the goals for the campaign), attempts to make the Smithsonian and its network of museums relevant (its collections address the origins of hip-hop) and fun (answering the question “what does a bear do in the woods”) and raise awareness of all of the other offerings of the Smithsonian, including its traveling exhibits (which take the collections to most parts of the US), research (one of the major missions of museums), television network, and magazine, among others.
To read more about the new campaign, visit Smithsonian Seeks to Remake Stodgy Image.