Are you an AMA member? Please log in

Audience Diversity Academy

building new and diverse audiences

About the programme

The Audience Diversity Academy is an initiative which helps drive organisational change. It addresses a key sector challenge – building new and diverse audiences from the whole of society. We use the word diversity in its broadest sense.

The programme follows the same format as our successful Digital Marketing Academy — everything takes place online. Fellows are encouraged to work in an agile way and experiment with ways of engaging new and diverse audiences by delivering work-based experiments with the support of international Mentors. They also get time to share their experiences, learn from peers and take part in online workshops.

Our Fellows represent arts, culture and heritage organisations across England. We also offer Joint Fellowships for two people from the same organisation to take part.

We will be recruiting for new Fellows in Spring 2018. If you are interested in taking part in the next Audience Diversity Academy please register your interest via the form below.

“No-one can afford to ignore diversity issues nowadays but many cultural organisations still struggle to think through and apply new practices. This programme will give many organisations the on-going, in-depth support they need to try new approaches, get great results and embed the learning into their organisation.”
Mel Larsen
Audience Diversity Academy Mentor

Discover more about the previous participants below and learn about those that took part in the successful pilot programme.

ADA 2.0 Fellows


“As a result of my work at the Audience Diversity Academy, the theatre now has an active, cross-departmental working group focused on inclusion. Although this wasn’t one of the original aims, it grew organically out of the organisation-wide workshops that I ran as one of my first experiments, and will continue to develop for the future.”
Ruth Puckering
Director of Communications, Hull Truck Theatre

Check out the journeys of Fellows and find out more about their learning at the Academy over on our blog — just look for #ADA.


Discover more about the programme, the mentors and the impact it’s had on Fellows who have taken part recently, in the videos below: