Islamic Museum of AustraliaIMA
- Campaign
Islamaphobia exists in Australia and the Islamic Museum of Australia has the power to correct narratives and create real change. But many Australians don’t know it exists, and for those that do, many think the museum isn’t for them. With five unique gallery spaces, a plethora of untaught historical information, a unique art collection, defining architectural spaces, and the social and cultural takeaways that come with every visit, everyone will have a unique reason for visiting the museum. So, we decided to create an ambassador-led campaign that extended an open invitation to all. We showed everyone what the IMA experience offered our ambassadors, to help them identify their own reason for coming down.
We transformed the museum’s acronym into our invitation. ‘IMA’ or ‘I’m a…’ became a headline technique used to highlight the different reasons that were calling them to the museum. To bring the technique to life we engaged a series of macro and micro influencers from all walks of life. Some Muslim, some not. These ambassadors were able to share their calling in order to engage with different audiences and experiences.
