What if health wasn't just something we measured through data, treated in hospitals, or categorized in textbooks? What if it could be felt, heard, or even questioned? These are the experiential prompts Londoners are now encountering in public spaces thanks to a new city-wide campaign from the Wellcome Collection. This initiative—conceived and executed by the purposeful minds at Nice and Serious—isn’t merely an advertisement. It’s an invitation to explore the concept of health as an intricate tapestry woven from art, science, emotion, and society.
The campaign unravels conventional assumptions about what it means to visit a museum, reshaping perceptions of the Wellcome Collection from an academic enclave to a stimulating, reflective sanctuary. By posing unexpected questions—rather than providing definitive answers—it encourages passersby to engage intellectually and emotionally with the unseen dimensions of human wellbeing.
A Museum Redefined: Where Humanity Meets Inquiry
Located in central London, the Wellcome Collection is far from a traditional museum. It operates as a hybrid cultural institution—simultaneously a museum and a library—yet it's neither bound by convention nor limited by academic rigidity. It has carved out a space where intellectual depth coexists with sensory stimulation, offering exhibitions and archives that examine health and the human experience through unexpected angles. This is a place where art collides with science, history blends with contemporary realities, and visitors are encouraged to not just learn but to reflect and reimagine.
Walking through its galleries, one may shift seamlessly from an ancient Chinese acupuncture model to a contemporary installation on climate anxiety, or from Victorian surgical tools to immersive storytelling on the psychology of chronic illness. This breadth isn't accidental. The Wellcome Collection intentionally curates juxtapositions that make visitors pause and ponder how health is understood, felt, and shaped through culture, language, and time.
The recent campaign developed by Nice and Serious puts a spotlight on this expansive interpretation of health. It's designed not simply to draw attention but to capture the full essence of the institution—inviting people to experience something layered, inclusive, and infinitely curious. The messaging doesn’t just speak to the curious mind; it taps into the emotional undercurrents of modern life, especially in a post-pandemic world where personal wellbeing, public health, and social justice have become intertwined topics of public consciousness.
Transforming Public Perception: Museums Without Barriers
Despite being free to visit and open to all, the Wellcome Collection has often wrestled with the outdated public perception that museums are for the highly educated, the affluent, or the culturally elite. Many still associate museums with hushed hallways, static exhibits, and long-winded texts. This disconnect between offering and perception became a central challenge addressed by the new campaign.
Audience research unearthed a revealing insight: a considerable portion of London’s diverse population felt that cultural spaces weren’t designed for them. Whether due to past experiences, economic pressures, or a lack of personal resonance with traditional museum formats, these individuals rarely included museum visits in their routines. They didn’t see themselves reflected in the stories being told or in the spaces that hosted them.
To bridge this divide, the campaign reframed how the Wellcome Collection could be perceived—not as a place of passive learning, but as a space for personal reflection, cultural exploration, and moments of mental nourishment. It seeks to affirm that everyone, regardless of background or familiarity with health-related topics, can find something meaningful within the museum’s walls.
This transformation extends beyond the external message. Internally, the institution continues to work on becoming a more empathetic and representative space, ensuring exhibitions are co-created with diverse voices and informed by community perspectives. In this way, inclusivity becomes more than a visual cue—it’s a guiding philosophy embedded into the fabric of the Wellcome Collection’s identity.
The Rise of the Culture Snacker: Reaching New Audiences
An essential strategy in reshaping public perception was identifying and connecting with a new audience archetype: the "culture snacker." These individuals represent a shift in how people interact with cultural content today. They are time-poor but curiosity-rich, seeking experiences that are quick yet meaningful, spontaneous yet stimulating.
Rather than planning a full afternoon at a gallery, a culture snacker might drop in for twenty minutes between work meetings, enjoy a thoughtful exhibit during a lunch break, or explore an installation while waiting out a train delay. These micro-interactions with culture are no less impactful—they simply align with modern urban lifestyles. For institutions like the Wellcome Collection, embracing this behavior is a vital part of staying relevant.
The campaign leans into this trend by crafting messaging that resonates immediately and viscerally. The questions posed across the campaign are brief, open-ended, and emotionally provocative. They don’t require prior knowledge to engage with. Instead, they encourage spontaneous reflection that lingers, inviting the audience to think differently about everyday health and humanity.
Reaching culture snackers also means showing up in their daily environments. Whether it’s a poster on a bus shelter, an audio snippet on a streaming platform, or a social media placement, the campaign seamlessly integrates itself into the pulse of London life, meeting people where they are instead of expecting them to seek it out.
Provocation Through Simplicity: Questions as Visual Language
In a media landscape dominated by clutter, noise, and overstated messaging, the Wellcome Collection’s campaign takes a refreshingly understated route. The creative choice to focus on single, disarming questions gives the campaign a striking simplicity—yet this simplicity is deeply intentional.
Rather than broadcasting facts or making definitive claims, each piece of visual content functions as a prompt for internal dialogue. What does health sound like? Can rest be radical? How do we measure wellbeing in an unequal world? These questions don’t aim to educate in the traditional sense. Instead, they ignite curiosity, stir emotion, and activate personal reflection.
This approach mirrors an existing engagement tool within the museum: the interactive question cards scattered throughout its spaces. Visitors often encounter these cards beside exhibits, inviting them to leave their thoughts, emotions, or inquiries. By bringing this format into public advertising spaces, the campaign extends the spirit of the museum into the everyday landscape of the city.
Each campaign visual consists of layered imagery—photographs from the museum’s archives or exhibitions with brightly colored question cards placed on top. The juxtaposition creates a visual tension that is both aesthetically engaging and intellectually evocative. These compositions capture the layered nature of the human experience, where science, culture, art, and personal stories continuously intersect.
Embedding Authenticity Through Inclusive Co-Creation
One of the most remarkable aspects of the Wellcome Collection’s campaign is how authentically it reflects the diversity of its intended audience. Rather than producing a visually diverse campaign as an afterthought, inclusivity was baked into every phase of development. This started with extensive on-the-ground research, including interviews, observations, and feedback from a specially created Creative Council composed of individuals from varied backgrounds.
Casting decisions were made through inclusive talent agencies, ensuring genuine representation rather than performative imagery. The language used throughout the campaign avoids jargon or academic detachment, instead opting for warmth, relatability, and accessibility. Even the questions themselves were co-authored with museum staff, researchers, and community participants, ensuring they resonated across a wide spectrum of lived experiences.
This collaborative ethos extends to the way the museum continues to build exhibitions and public programs. From community workshops to advisory panels, the Wellcome Collection treats public engagement not as a marketing task, but as a mutual exchange of ideas and values. By incorporating these principles into the campaign itself, the museum sends a clear message: you are not just welcome here—you are integral to what this space becomes.
Engaging the Urban Fabric: A City-Wide Immersive Rollout
To maximize impact and accessibility, the campaign extends well beyond the Wellcome Collection's building. It infiltrates the city with touchpoints that provoke curiosity and invite participation in real-time. Strategically placed across Euston, King’s Cross, and St Pancras—areas bustling with cultural energy and constant footfall—the visuals connect commuters, locals, and tourists alike to the institution just a stone’s throw away.
On buses, billboards, and Underground platforms, the questions serve as momentary disruptions from routine. Online, the campaign lives on Spotify and Meta’s suite of platforms, reaching people in their personal digital spaces through immersive audio and short-form video. These touchpoints are designed not as ads but as provocations—sparks of insight in the midst of everyday life.
Inside the Wellcome Collection itself, the experience is extended through question boards, updated signage, and newly commissioned installations that echo the aesthetic and emotional tone of the campaign. Visitors encounter continuity between what they saw in the city and what they now see within the space, creating a coherent and emotionally cohesive visitor journey.
Notably, the campaign also repositions the idea of being a “free museum.” While entry costs nothing, research showed that this fact can sometimes reduce urgency. People tend to deprioritize free experiences in favor of ones they’ve already invested in. The campaign, therefore, reframes “free” not as a headline but as a rewarding surprise—something that adds value once curiosity has already been piqued.
A Cultural Model Built on Participation, Not Presentation
At its core, the Wellcome Collection’s latest initiative serves as a reminder that cultural spaces don’t have to be static, exclusive, or didactic. They can be living, evolving, and deeply participatory. In a world increasingly shaped by digital overload and social fragmentation, there’s a growing hunger for places that allow people to connect—to ideas, to others, and to themselves.
The campaign doesn’t push people to the museum. It pulls them in with meaningful engagement, emotional intelligence, and authentic curiosity. It doesn’t claim to hold all the answers—instead, it suggests that the most powerful transformations begin with the right questions.
As the museum landscape continues to evolve, the Wellcome Collection offers a compelling vision for the future: one in which museums are porous, generous, and conversational. It proposes that health is not just a subject to study but an experience to interpret. And above all, it recognizes that everyone, regardless of background, deserves a space to explore what it means to be human.
Inclusive Storytelling with Authentic Voices
Inclusivity, for the Wellcome Collection, isn’t a mere layer of decoration—it forms the very scaffolding upon which this campaign is built. From its earliest creative spark to the final media placements across London, inclusivity and equity were prioritized as foundational, not supplemental. The campaign avoids the shallow traps of tokenism by ensuring that representation flows from lived experience, not corporate obligation.
Casting choices were made through talent agencies specializing in diverse representation, ensuring that the visual elements of the campaign reflected the real city of London—one defined by its cultural plurality, generational breadth, and social complexity. However, the campaign’s approach to inclusivity doesn’t stop at appearance. It embeds co-creation into its DNA.
Ideation workshops were held with educators, artists, community organizers, healthcare professionals, and people who have experienced marginalization within medical, social, or cultural systems. These sessions were not performative—they were platforms of exchange where every voice carried equal weight. From these discussions came the core questions of the campaign, each one shaped not by marketers alone but by people who understand the textures of health through firsthand experience.
These collaborations gave rise to a campaign that speaks with its audience, not at them. The questions on posters and banners—simple as they may appear—carry layers of meaning. Each prompt was tested for emotional resonance, cultural clarity, and philosophical provocation. They are the product of collective reflection, not creative isolation.
In doing so, the campaign does something many public initiatives fail to achieve: it legitimizes all perspectives. Whether you're a clinician, a commuter, a teenager, or a grandparent, your thoughts on health are not just welcome—they’re essential to the evolving narrative this museum aims to build.
A Campaign That Lives Across the City
Though the Wellcome Collection stands just minutes from Euston Station, its presence now radiates far beyond its walls. Through a meticulous placement strategy, the campaign spreads across London’s most heavily trafficked cultural arteries—including King’s Cross and St Pancras—making the museum’s voice an ambient part of the urban experience.
Brightly colored cards with philosophical queries now adorn train platforms, buses, and high-footfall pedestrian zones. These questions interrupt the rhythm of the everyday in a way that feels gentle yet compelling. Rather than demanding attention with bold proclamations, the campaign gently asks: what if you stopped for a moment to think differently about health?
This urban omnipresence is deliberate. The campaign acknowledges that audiences are scattered, distracted, and mobile. It engages them where they already are—on their commutes, in their scrolls, or during brief pauses in transit. The posters aren’t instructional; they’re reflective. They fit into city life without feeling like noise.
On digital platforms, the campaign has established a parallel presence. Through Spotify audio placements and targeted campaigns on Meta’s digital properties, the initiative speaks to listeners and viewers in personal moments. Whether someone is streaming music on their morning run or browsing Instagram on the bus, they may encounter a thought-provoking question that nudges them to consider health in an entirely new dimension.
Inside the museum itself, the campaign's aesthetic and tone are carried forward with immersive continuity. Entry banners mirror the same layered question format seen across the city. Interactive boards encourage visitor contributions, ensuring that the campaign isn't a static installation but a living, growing dialogue. The visual continuity between the external world and the museum interior reinforces a message: this is not just a building to visit—it’s a space that reflects and responds to the world outside.
Expanding the Digital Footprint with Curated Curiosity
Beyond its physical presence across London's transport corridors and gallery walls, the Wellcome Collection’s campaign extends into a thoughtfully curated digital experience. Recognizing that digital landscapes are where many audiences spend most of their time, the campaign doesn't merely translate offline content to online screens—it adapts to the rhythm of digital interaction.
Short-form videos on Instagram and Facebook use motion and sound to deepen the contemplative power of the campaign’s questions. Subtle animations reveal text slowly, encouraging viewers to absorb rather than scroll past. Spotify audio spots take advantage of quieter moments—while cooking dinner, walking the dog, or winding down—to place a single question into the listener’s mind. This ambient engagement avoids the aggressive tactics often used in digital advertising. Instead, it builds trust through reflection.
The website has also been refreshed to serve as more than a museum landing page. It now functions as a digital extension of the campaign—a space for continued exploration. Visitors can read stories inspired by the questions featured in the campaign, browse upcoming exhibitions, or contribute thoughts of their own. Every online element is infused with the same philosophy as the physical campaign: ask, reflect, connect.
Search engine optimization has been carefully woven into the campaign’s digital touchpoints. Keywords related to cultural engagement, public health, inclusive museums, and mental wellbeing are integrated naturally within the copy, allowing the campaign to reach new audiences without compromising authenticity. These SEO elements aren’t intrusive—they function silently, improving discoverability while maintaining editorial elegance.
This integrated, multi-platform strategy demonstrates that a museum’s voice doesn’t have to remain within gallery walls. It can echo through city streets, drift into daily routines, and even live inside people’s phones—transforming how, when, and why culture is consumed.
The Subtle Power of Free Access—and Why It’s Not the Headline
Perhaps one of the campaign’s most intriguing strategic decisions is its restrained use of the word “free.” Though the Wellcome Collection charges no admission, the campaign does not lead with this message. This is a deliberate response to behavioral insights gathered during early research.
When people hear “free,” they often associate it with abundance—but also with deferrability. A free museum visit can be perpetually postponed in favor of activities that are booked, paid for, and therefore assigned greater priority. The campaign sought to change this behavioral script.
Rather than making costlessness the central appeal, the campaign focuses on emotional and intellectual value. It offers an invitation to meaningful engagement, to mental enrichment, to emotional introspection. Once a person is already interested—already captivated by a poster, intrigued by a question, or engaged by a Spotify ad—they are then reminded that entry costs nothing. In this sequence, “free” becomes a bonus rather than the primary driver.
This subtlety elevates the perceived value of the experience. It also reinforces the museum’s broader mission: that access to knowledge, reflection, and health-related dialogue should not be reserved for those with financial privilege. It should be part of public life, part of the everyday. Free entry is not the selling point—it is the foundation upon which a greater cultural offering stands.
Bridging Public Health and Cultural Dialogue
What sets the Wellcome Collection apart is its seamless integration of health, history, art, and public discourse. The new campaign doesn’t just reflect this interdisciplinary approach—it amplifies it. Each question featured across the campaign acts as a bridge between personal experience and public understanding.
When someone sees “Can care be automated?” they may begin to consider the ethics of artificial intelligence in medicine. When asked, “What does health taste like?” their mind may drift to the role of food in healing and community. These questions don't preach—they provoke, and that distinction matters. In today’s cultural climate, institutions are no longer trusted simply because of their authority. They are trusted because of their willingness to listen, adapt, and invite others into the conversation.
By marrying public health themes with accessible cultural programming, the Wellcome Collection fills a unique void. It does not shy away from difficult or nuanced topics—mental illness, medical bias, vaccine ethics—but approaches them through a human-centered, emotionally intelligent lens.
This campaign ensures that such themes are not confined to exhibition labels or academic panels. They’re brought into the daily lives of ordinary Londoners, democratizing conversations that are often cloistered behind professional or institutional gates.
An Evolving Vision for 21st-Century Museums
At its core, the Wellcome Collection’s campaign is a manifesto for what cultural institutions must become in the 21st century: agile, inclusive, participatory, and emotionally resonant. The campaign doesn’t merely increase awareness of the museum—it shifts its identity from a place of observation to a space of shared inquiry.
This model, rooted in public engagement and co-creation, challenges the traditional museological paradigm. No longer is the museum a gatekeeper of knowledge; it becomes a facilitator of dialogue. No longer is the audience a passive recipient; they are co-authors of meaning.
In this reimagined future, museums are not destinations—they are dynamic ecosystems of learning and empathy. The Wellcome Collection exemplifies this evolution by resisting prescriptive narratives and instead offering a rich terrain where questions—not answers—hold the greatest power.
Wellbeing as a Collective Journey
Health is more than biology—it’s an intersection of personal identity, lived experience, and societal influence. The Wellcome Collection’s recent campaign captures this truth by urging people to rethink health beyond sterile definitions. In this vision, health isn’t confined to hospitals or clinics—it unfolds in our conversations, our environments, and our everyday interactions.
Rather than deliver prescriptive answers, the campaign prompts people to ask better questions. What does wellness feel like during a social crisis? Who decides what is healthy? In reframing health as a collective journey, the Wellcome Collection invites individuals from all walks of life to reflect on how their own realities, struggles, and insights fit into broader cultural narratives.
In a time when public trust in traditional institutions is often strained—especially following the COVID-19 pandemic—this approach offers something more valuable than certainty: authenticity. The campaign speaks softly but powerfully, encouraging Londoners not just to observe, but to participate.
Anna Cornelius, the institution’s head of communications and marketing, encapsulates this ethos perfectly: “At its core, the Wellcome Collection believes everyone’s experience of health matters. That’s not just a tagline—it’s our compass. We want people to enter this space and feel reflected, welcomed, and heard.” Her words reflect not only a marketing message but a philosophical stance.
Inclusivity is not just a visual device here—it permeates every creative choice. From the typography and imagery to the phrasing of campaign questions, everything signals openness and co-authorship. It’s a strategic and emotional commitment to viewing visitors not as spectators but as collaborators in cultural storytelling.
Creating Space for Plurality in Public Discourse
This campaign thrives because it acknowledges a truth that many institutions struggle to embrace: that there is no singular experience of health. It is deeply personal, shaped by factors like race, gender, class, and mental state, yet also universally human. In amplifying this multiplicity, the Wellcome Collection avoids framing health as a monolith.
Each visual in the campaign—featuring layered photography with provocatively simple questions—doesn’t just advertise the museum; it creates pause. Passersby are given permission to ask questions they've perhaps buried or ignored. "What does care look like when you're invisible?" or "Can technology ever truly empathize?" Such queries transcend the transactional nature of most public messaging.
By stepping away from authority-driven narratives and embracing uncertainty, the Wellcome Collection makes room for ambiguity. And within that ambiguity lies its most potent invitation: to reflect, to contribute, and to consider the vast spectrum of what it means to be human.
This approach transforms public health discourse into something more democratic. It's no longer a subject discussed only in policy papers or medical journals; it's part of everyday culture. The campaign reaches people during their commute, their online browsing, or while sitting in a coffee shop—making health not just a medical issue but a social and philosophical one.
Visual Provocation as Emotional Architecture
The design of the campaign is striking in its economy and elegance. While many campaigns rely on noise and spectacle, the Wellcome Collection’s strategy is one of minimalism layered with emotional complexity. Using photographic backdrops from its own exhibitions and collections, the campaign overlays vivid question cards in bold, saturated colors. These cards are the entry point—a simple sentence that leads to layered introspection.
This aesthetic choice does more than draw the eye; it evokes curiosity. The visual language mirrors the internal experience of a visitor to the museum: beginning with a single idea and unfolding into a more expansive inquiry. The physical layering in the campaign design metaphorically represents the multi-dimensional nature of health—spiritual, psychological, biological, and social.
By echoing the museum’s internal layout—where a Renaissance anatomical drawing might hang beside a protest placard—the campaign communicates continuity between the experience outside and inside the space. The public is not being lured with bait-and-switch messaging; what they see in the city is genuinely what they’ll find within the museum walls.
This consistency fosters trust. It respects the intelligence and emotional depth of the viewer. Instead of pushing content, the campaign pulls people in through subtle provocation and aesthetic cohesion.
From Passive Visitors to Active Participants
What makes this campaign transformative is its refusal to treat people as passive recipients of culture. Instead, it views them as participants. Whether someone is answering a prompt on a street-side poster, submitting a thought on a digital board inside the museum, or simply pondering a question during their morning commute, they are contributing to a broader conversation.
The Wellcome Collection doesn’t position itself as a teacher or authority. It invites the public into a shared inquiry. This model departs from outdated notions of museum engagement, where knowledge was transmitted top-down from institution to visitor. Here, everyone is acknowledged as both a learner and a storyteller.
Workshops, interviews, and participatory forums informed the campaign’s questions and content. Voices that are often underrepresented in institutional narratives—immigrant families, disabled individuals, LGBTQ+ voices, and people affected by health inequities—were included at every stage. This co-creative method ensures that the campaign is not only for the public but created with them.
The impact of this model is significant. It creates emotional resonance, builds community trust, and encourages repeat engagement. It transforms the museum from a repository of objects into a sanctuary for ideas—open-ended, welcoming, and alive.
Cultural Institutions as Vessels for Empathy and Dialogue
What the Wellcome Collection has achieved goes beyond successful advertising. It has redefined what a museum can be in a society that increasingly craves emotional authenticity and cultural inclusion. The campaign doesn’t pander or simplify complex issues; instead, it humanizes them.
By grounding its messaging in emotional intelligence and plurality, the institution expands the role of cultural spaces. Museums become places where empathy is nurtured, not just knowledge acquired. They evolve into arenas where difficult conversations—about inequality, illness, identity, or mortality—can unfold in safety and complexity.
The campaign subtly counters the over-commercialization of cultural spaces. It doesn't scream for attention with inflated claims or glossy gimmicks. It whispers with depth, trusting that meaningful engagement doesn't require force—it requires care.
This approach positions the Wellcome Collection as a leader in redefining public culture. Other institutions looking to engage more deeply with their audiences can look to this model, not for its surface aesthetics but for its structural integrity—one built on listening, reflecting, and empowering.
Embracing the Temporal Rhythm of Modern Audiences
Today’s audiences consume culture differently than in the past. They move fluidly between platforms, blend the personal with the public, and expect experiences to be both meaningful and manageable within limited timeframes. Recognizing this, the Wellcome Collection designed its campaign for maximum flexibility and relevance.
The questions scattered across bus stops, streaming services, and social media don’t ask for immediate museum visits. They simply ask for attention—for thought. This allows people to engage with the campaign on their own terms. One may encounter a question on a billboard, think about it later while journaling, and only visit the museum weeks afterward. This is not a failure of immediacy but a triumph of endurance.
The campaign respects the fragmented, fluid way people interact with content today. It doesn’t impose a timeline; it allows engagement to unfold naturally. This trust in the audience’s intelligence and intuition is part of what sets the Wellcome Collection apart.
Moreover, by avoiding reliance on the term “free” as a hook, the campaign avoids reducing cultural value to cost. “Free” becomes part of the experience, not the reason for it. This reinforces the idea that cultural spaces, while accessible, also offer irreplaceable depth—something worth prioritizing.
A Vision for the Future of Public Engagement
In a world overflowing with content and starved of genuine connection, the Wellcome Collection’s campaign arrives as a rare beacon of thoughtfulness. It doesn’t bombard or manipulate. It invites, it listens, and it reflects.
Its success is not measured only in foot traffic but in emotional imprint. Those who encounter its questions may find themselves returning days or even months later—not because they were told to, but because something in them was stirred. This is the kind of engagement that builds loyalty, community, and cultural relevance.
For other institutions, the campaign offers a clear yet nuanced roadmap: treat your audience as collaborators, not consumers. Design for reflection, not reaction. Embrace complexity rather than avoid it. And most of all, remember that relevance is not about novelty—it’s about resonance.
As cities grow more fast-paced and institutions work harder to capture attention, the Wellcome Collection offers a profound counterpoint: that the right question, asked with care and honesty, can change everything.
Final Thoughts:
The Wellcome Collection’s new campaign is more than a creative marketing endeavor—it’s a blueprint for how cultural institutions can redefine themselves in the eyes of an evolving public. By asking questions rather than offering conclusions, the campaign mirrors the complex, layered nature of health itself: a deeply human experience influenced by history, identity, environment, and emotion.
In a time where attention spans are shrinking and cultural consumption is increasingly fragmented, this approach speaks volumes. It doesn’t demand hours of engagement or academic knowledge. It meets people in their reality—on the street, on their phone, on the train—and offers a moment of reflection. It creates space for curiosity to unfold organically.
But perhaps the campaign’s most powerful impact lies in its quiet revolution against passivity. Rather than presenting visitors as consumers of information, it treats them as active participants—thinkers, questioners, contributors to an ongoing dialogue. That, in essence, is what makes the Wellcome Collection’s approach so distinct. It isn’t content to just exhibit—it invites co-creation, encourages emotional introspection, and challenges visitors to see health not as a fixed destination but as a journey shaped by diverse narratives.
This democratized model of engagement—one that values lived experience, emotional resonance, and everyday accessibility—offers a powerful corrective to the exclusivity that can still linger in traditional cultural spaces. It reaffirms that museums can be not just repositories of the past, but catalysts for present-day connection and transformation.
The campaign’s success will be measured not just in footfall, but in how it reshapes who feels welcome in these spaces. It’s a step toward a future where culture is not something to be consumed in silence, but explored with questions, shared through stories, and shaped collectively.
As more institutions grapple with how to remain relevant, inclusive, and meaningful, the Wellcome Collection offers a timely, resonant example of what’s possible when we don’t just deliver messages—but invite curiosity, complexity, and community into the conversation. In that, there lies not just a marketing achievement, but a cultural evolution.
