Imperial War Museum

Using Current Cultural Tensions to Create Powerful and Shareworthy Content

IWM host a plethora of relevant and timely programming on contemporary conflict, however their profile remains low amongst a younger audience, culturally active audience. IWM wanted to raise awareness for IWM’s Syria season of programming and make themselves relevant to all visitors, reinforcing how war and conflict continues to impact on people’s lives. 

To challenge these preconceptions in the age of information overload, where fake news fills the headlines, we wanted to grab our audiences attention by asking probing questions to show how they only know part of the story and highlighting the importance of knowing your sources, quality and biases. Aligning the audience with the institutions objective empowering people to understand and think independently about the Syrian Conflict.

Results: 138,510 visitors during the exhibition season, 77000 from our target audience. For 54% Syria: A Conflict Explored was their first visit to IWM London.