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Cropped sketchnote on diversity and inclusion

Sketchnote: From Diversity and Inclusion Tick Boxes to Anti-racism

The AMA commissioned Mandy Johnson, Sketchnotes UK to create sketchnotes for some of the key sessions in its 2021 Conference, Change for Good. This beautifully illustrated sketchnote draws out the key points from the panel discussion: From Diversity and Inclusion Tick Boxes to Anti-racism.

Published: 2021 | Resource type: Article

A father holding his young child on his back point at a display.

Podcast: All inclusive – museum diversity and festival planning

Aisling Serrant, Community Engagement Manager at the Museum of London Docklands talks about her creative approach to making the museum a welcoming, inclusive, representative space for all. One of a series of podcasts with museum people by For Arts Sake.

Published: 2021 | Resource type: Podcasts

Impact of Covid-19 report cover

The impact of Covid-19 and BLM on Black, Asian and ethnically diverse creatives and cultural workers

How has Covid-19 affected diversity in the creative and cultural sectors? This report highlights the negative impact of the pandemic including the reduction of job and financial security, widening patterns of exclusion and reduction of job opportunities. It also details a set of industry and policy recommendations.

Published: 2022 | Resource type: Research

Cover: A dark haired man with a beardlooks into the lens of a Canon camera

Best Practice Recruitment Guide for Creative Leaders

This excellent guide has been developed by Creative & Cultural Skills to help employers reflect on how they might currently approach recruitment and offers simple steps that could help a business reach beyond the norm. It supports employers to understand what diversity and inclusivity really mean, and the moral, social and legal implications of truly embracing ... Read more

Published: 2021 | Resource type: Guide/tools

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The role of diversity in building adaptive resilience

Discover how embracing the creative case for diversity and difference can support the adaptive resilience of arts organisations. This paper features ten case studies, recommendations of helpful things to do and a framework for self-assessment.

Published: 2011 | Resource type: Case studies

The backsof three people looking at a large digital exhibit. One is wearing a headset. The other two are engaged in animated conversation.

Types of engagers #ADA

Mentor on the AMA’s Audience Diversity Academy, Rachel Grossman, highlights six different engager groups to inspire programming to a broader spectrum of participants.

Published: 2021 | Resource type: Webinars and films

A pavement with the words: Passion led us here

Positive action recruitment roadmap

Increasing workforce diversity in the cultural sector is key to ensuring a vibrant and resilient future. This recruitment toolkit for the cultural sector created by The British Museum with The Audience Agency is complete with tips and templates to get you started.

Published: 2022 | Resource type: Guide/tools

Evelyn Glennie in her studio playing drums

What’s the story? #ADA

Tamsin Flower finds new ways of telling people’s stories by the beat of a drum as part of her work with the renowned percussionist Evelyn Glennie. Part of her Fellowship at the Audience Diversity Academy.

Published: 2018 | Resource type: Article

An outline of a brain full of words: judgement, attitude, feeling, belief

Experiments never quite go to plan… #ADA

Ros Croker talks through the experiments she developed for her colleagues at Endeavour Galleries, National Maritime Museum, London, to explore language and identity. Part of her Fellowship at the Audience Diversity Academy (ADA).

Published: 2019 | Resource type: Article

Cath Hume, Diversity and Resources [CultureVoice podcast]

In this CultureVoice podcast, Carol Jones and Ron Evans talk to the AMA's CEO Cath Hume, about the Audience Diversity Academy and the different ways of growing our understanding of diversity and agile thinking.

Published: 2017 | Resource type:

Voluntary Arts Logo

Diversity – the challenge of getting started

Robin Simpson considers why arts organisations struggle with diversity and shares how Voluntary Arts made its breakthrough.

Published: 2017 | Resource type: article



Diversity – where we are now In this issue of JAM we look at the different ways in which arts and cultural organisations are meeting the needs and engaging with diverse audiences and visitors. Jo Verrent from Unlimited opens the debate by considering how increasing access to the arts for disabled audiences is more than just a checklist. By putting the needs of children with autism and their families first, Town Hall & Symphony Hall Birmingham successfully held its first ‘relaxed’ concert. Programme Manager, Chris Proctor, describes the background, planning and outcome of this concert. Rebbecca Conneely from Liverpool’s Everyman and Playhouse theatres explains how the ... Read more

Published: 2016 | Resource type: Article


Reconciling segmentation with diversity

There was a time when the word ‘segmentation’ used to feel a bit too close to ‘segregation’, but we know nowadays that targeting can mean better communication, service, representation — and less marketing spend. So much for the ideal but as a practice, segmentation brings challenges.  This article was first published in JAM (issue 31 / July 2008).

Published: 2018 | Resource type: Article


Engaging diversity

With Hardish Virk as guest editor, this issue of JAM explores the theme of cultural diversity and audience development with a focus on the changing cultural demographics and the impact of immigration in recent times. Inside this issue, Naz Koser from Ulfah Arts (page 9) explains how she is growing a Muslim audience; Shabnam Shabazi from Pan Intercultural Arts investigates the role of identity and modern day politics on the work that they do with young people (page 18); Mel Larsen looks at target marketing (page 16); and Robert Gray highlights the potential growth of new audiences from new communities (page 10). We also have our regular features including research round-up by Heather Maitla... Read more

Published: 2016 | Resource type: Article

Representing and celebrating the diversity of Britain’s youth. #ADA

A blog by Sian Davila, Marketing Manger, National Youth Theatre of Great Britainas part of her joint Fellowship with Joe Duggan, Head of Communication, NYTGB at the Audience Diversity Academy (ADA)

Published: 2020 | Resource type: Article

Hull Truck Theatre New Equality and Diversity Plans

Hull Truck Theatre have announced their ambitious equality and diversity plans as part of their commitment to opening up access to all aspects of the theatre.

Published: 2018 | Resource type: article

Afreena Islam in Daughters of The Curry Revolution

Board diversity: young people at the heart of decision-making

Contact has avoided having to ask whether its work is diverse enough by putting diversity at the root of decision-making. Matt Fenton and Reece Williams share Contact’s story.

Published: 2017 | Resource type: Case studies

Navigating difference front cover

Cultural diversity and audience development

Discover arguments for focusing on cultural diversity, examples of good practice and practical advice for marketing, management and audience development in this comprehensive guide.

Published: 2006 | Resource type: article

Webinar: Digging into socio-economic diversity

The second in a series of Arts Council England’s (ACE) #CreativeCase diversity webinars is a panel conversation with experts from across the arts, culture and research sectors – who shine new light on the issues faced by working class people entering the arts and culture sector.

Published: 2019 | Resource type: Guide/tools

A guide to monitoring audience diversity

As cultural marketers it’s important to understand how representative our audience is. These guidelines offer meaningful and ethical ways to monitor the diversity of an audience – going beyond simply a ‘tick box’ exercise. You’ll find advice on planning, collecting information, representative sampling, and questionnaire design. It covers how to monitor ethnicity and disability, young ... Read more

Published: 2008 | Resource type: Guide/tools