ANTONIA CAOLA

1

ANTONIA CAOLA Head of External and Media
Relations SESSION N27 29.05.2008 16.15 18.15

ENGAGING 14 - 19 YEAR OLDS IN SCIENCE DISCOVERY
CENTRES
Museo Tridentino di Scienze Naturali TRENTO (NE
Italy)
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
2

no longer forced to come to museum
how can we avoid this?
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
3

Give a valuable alternative
Offer an other point of view
Partecipation must be a free choice
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
4

Target profile

• Like to stay together in group
• Look for amusement
• Claim informal behaviour
• Search relax
• Adore music and dance
• Fight back rules
• Hate monotony
• Follow fashion
• Look for emotions
• Without money
• Creative

Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
5

A throwaway investment?
Not much considered target for its
characteristics, although always politically used
abused
If one can count on a young public, certainly wins
Is a distinctive mark for a museum
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
6

public provenance
present
ideal
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
7

visitors mix
present
ideal
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
8

general visitors mix
present
ideal
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
9

our teen visitors teenagers visiting museum not
with class groups
10

To drag the teen-agers is difficult
we accept the challenge!
good results, but we must still improve
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
11

what we did
a new method

• INTERESTING
• AMUSING
• CURIOUS

a new format
contamination with arts, theater and science
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
12

some examples
The other face of the museum
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
13

METTITI IN GIOCO (lets play together)
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
14

facts
Year 2006 - 6 evening events - 189
participants Year 2007 - 6 evening events - 232
participants Year 2008 - 5 evening events - 224
participants
We understood that

• Be calm and wait importance of words of mouth
• Attention to the setting - atmosphere
• Fondle the public (snacks, gadgets)

Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
15

SBALLO AL MUSEO (dance in the museum)
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
16

facts
Year 2006 - 7 events - 84 participants Year
2007 - 8 events - 106 participants Year 2008 -
4 events - 113 participants
We undestood that

• Contaminations are interesting
• Starting point their hobby/interests
• Stimulate (not teach)

Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
17

COCKTAIL in the MUSEUM
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
18

facts
Year 2006 activity not done Year 2007 - 11
events - 205 participants Year 2008 - 4 events
- 115 participants
We understood that

• Dedicated proposals
• Unique timing

Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
19

ALLA CONQUISTA DELLALTRO SESSO (conquere other
sex)
LE COSE SCHIFOSE (shit Co.)
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
20

facts
Year 2006 activity not done Year 2007 - 70
events - 2050 (average 30 p.) Year 2008 - 15
events - 525 (average 35 p.)
We understood that

• Explainers / Animators
• The time slot is important

Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
21

PARTY AT THE MUSEUM
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
22

facts
Year 2006 activity not done Year 2007 - 4 party
- 3750 (20 young) Year 2008 - 3 party - 4407
(30 young)
We understood that

• Social value of the museum
• Another point of view

Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
23

CITIZENS MUSEUM 11 April - 2 June 2008
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
24

SHOT AT THE MUSEUM
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
25

SHOT AT THE MUSEUM
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
26

CIAK AT THE MUSEUM
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
27

LIVING ROOM OF THE CITIZENS
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
28

5 WORDS
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
29

FACTS
11 April 27 May 2008 8.427 participants (35
young)
Shot at the museum 1.853 Ciak at the museum
241 Living Room of the citizens 4.341 5 words
1.992
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
30

We understood that...

• The importance of the graphic design
• Different communication tools (sms, bluetooth
  the traditional ones)
• Young people search places where to express
  themselves
• If involved from the very beginnig, they are
  eager to promote the project
• People search free spaces to fill up
• Not only new technologies
• Contamination essential for the museums in the
  future

Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
31

If you want to contribute towards an
international perception
5 WORDS What is the museum for you? What
would you like to find in the museum?
Express your idea in 5 WORDS
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
32

CONTACT
www.mtsn.tn.it
comunica_at_mtsn.tn.it
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum
33

THANK YOU FOR YOUR ATTENTION!
Antonia Caola - Head of External and Media
Relations
Ecsite Annual Conference 2008 - Budapest,
Hungary 29 gt 31 May Hungarian Natural History
Museum