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Sector activity to inspire you

Sector activity to inspire you

Updated: 2/04/20

As the Coronavirus (COVID-19) situation continues to unfold — we wanted to provide a space to share fantastic examples of engagement that talented people and organisations across the arts, culture and heritage sector are making during this time of great upheaval. We hope you find this useful and are as inspired by some of this great work as we are.

We’ll be regularly updating this during the coming weeks. If you’d spot anything or would simply like to share something you or your organisation have done, please let us know: or


Norwich Theatre show solidarity with the local community through messages on the external advertising boards of both the Theatre Royal Norwich and Norwich Playhouse. Read more.

Liverpool Everyman and Playhouse organised a heartwarming thank you message from Liverpool cultural organisations to the local community.

Social Media

Museum of English Rural Life have once again been pulling out all the stops. They’ve been getting their twitter followers to design rural smocks in Nintendo’s Animal Crossing: New Horizons for the Switch. Dubbed #AnimerlCrossing, it’s provided on-brand engagement, given followers something fun to do during self-isolation, and even been picked up by the gaming press.

The Burton at Bideford are encouraging their Facebook followers to share their artwork inspired by optimism in a project called Seeds of Hope.  They are sharing these creations on the social media channels under #BurtonSeedsOfHope and then sending packets of sunflower and geranium seeds out to participants in return. Read more.

The Royal Academy have launched #RADailyDoodle on Twitter and like all good things it began with a ham. Adam Koszary returns to the sector with his brand of top banter, surreal humour and nice weaving in of RA content to threads. He’s even been profiled by the New York Times.

V&A Dundee take a look at Scottish Design Icons and start by taking a look at the computer game, Lemmings. They have encouraged their Twitter followers to share their memories of the game and are also weaving in other Dundee produced games such as the original Grand Theft Auto. Read more.

Getty Museum in Los Angeles has thrown the gauntlet down to it’s followers to recreate famous artworks from household items. Great example of user generated content leading to social engagement, as well as creating further content for their website.

Shedd Aquarium in Chicago has turned it’s penguins into social media sensations with their tours of the empty attraction. Cue lots of Madagascar references, opportunities to weave in aquatic facts and even fish-based social distancing. Read more.

Sacha Coward, Dan Vo and Sheldon K. Goodman have launched #MuseumFromHome which sees museum professionals sharing one minute clips of them talking about a museum object of their choice. The hashtag has also been adopted for museums sharing their digital activity including virtual and audio tours. Find out more.

Sacha has also written about his experience of being part of #MuseumFromHome in The Metro. Read more.

Theatr Clwyd have started their Theatre Clwyd Together campaign by encouraging followers to share their #DanceMoment. Their Dance Associate, Angharad Jones gets them up and running with a seminal shower curtain dance. Find out more.

The National Cowboy Museum‘s Twitter account has been taken over by their Head of Security, Tim who has gone viral with his tweets on patrolling the closed museum, his celeb encounters and generally just trying to learn how to post on social. He entertainingly signs off each tweet with ‘thanks Tim’ and has started #HashtagTheCowboy. A nice blend of funny escapism, mixed in with facts that also cleverly doubles up as a tour of the museum. Read more.


Union Chapel have become a donation drop-off centre for Islington charities as part of their community emergency response. Read more. 

Scottish Opera have given their trucks normally used for moving sets to and from their shows to be re-purposed as part of the supermarket supply chain.

BALTIC have been distributing Creative Care Packages to help their local community.


The RSC announce tie-in with the BBC’s Culture in Quarantine season — with six of their past Shakespeare productions available to watch for free. Read more.

BFI Flare hosted a Virtual Closing Night Party by sharing a Spotify playlist and encouraging their audience to tweet their shenanigans. They made their festival selection available on the BFI Player, freely accessible with a two week trial. Read more.

Manchester Museum have launched a mobile-site called Manchester Museum in Quarantine where they’ve gathered all their digital content into one place. Includes resources for Carers, virtual tours of their exhibitions and an encyclopedia of wondrous objects. They are also sharing the content on socials using #MMinQuarantine. Find out more.

Storyhouse have teamed up with MUBI to offer loyal supporters three months of film watching for free. Read more.

You can find further AMA resources to support you through the COVID-19 outbreak here.