Heads Up

Explore a mix of digital transformation, inclusivity and soft skills with resources inspired by the new programme from the AMA

Heads Up

Explore a mix of digital transformation, inclusivity and soft skills with resources inspired by the new programme from the AMA

The programme

Heads Up is a brand-new programme from the AMA for 2021. With a focus on social justice, it’s unlike any digital training you’ve known before.

It unites elements of the AMA’s landmark Digital Lab and Audience Diversity Academy. By undertaking experiments, participants test their ideas sparked throughout the programme.

Below you can find out more about the legacy upon which Heads Up was built. Plus you can explore a selection of resources that supplement the experiments undertaken within the programme.

The legacy

Audience Diversity Academy

AMA’s Audience Diversity Academy (ADA) launched in 2016 with a focus on exploring ways to build new and diverse audiences, using the word diversity in its broadest sense.

Subsidised through Arts Council England, the ADA developed 125 people from 89 organisations, from across the arts, culture and heritage sector.

Digital Lab

AMA’s Digital Lab began life as the Digital Marketing Academy in 2014. It equipped participants with the knowledge, advice and support to develop digital experiments within their organisations.

Over 150 individuals from 130 organisations took part, sharing their learning from these experiments across the sector.

Social Justice

Social justice is about equal rights and equitable opportunities for everyone.

AMA believes everyone can benefit from a rich cultural life. We also believe that we all have a social obligation to do our part to make our society and sector more socially just, in ourselves, in our work, and in our organisations.

Find out more about the ADA.

Find out more about the Digital Lab.

Find out more about the AMA’s commitment to social justice.

Audience Diversity Academy

AMA’s Audience Diversity Academy (ADA) launched in 2016 with a focus on exploring ways to build new and diverse audiences, using the word diversity in its broadest sense.

Subsidised through Arts Council England, the ADA developed 125 people from 89 organisations, from across the arts, culture and heritage sector.

Find out more about the ADA.

Digital Lab

AMA’s Digital Lab began life as the Digital Marketing Academy in 2014. It equipped participants with the knowledge, advice and support to develop digital experiments within their organisations.

Over 150 individuals from 130 organisations took part, sharing their learning from these experiments across the sector.

Find out more about the Digital Lab.

Social Justice

Social justice is about equal rights and equitable opportunities for everyone.

Find out more about the AMA’s commitment to social justice.

The Heads Up programme is structured around experiments designed to provoke change. Here we provide resources to support and challenge thinking related to the themes which the experiments address.

The experiments

Experiment 1 — Structures

The first experiment explores selfie status and understanding how bias types (especially ‘omission bias’) impacts structural practice that affect our roles.

These resources explore how small changes can have a big impact.

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