National Museums Liverpool aims to change lives and enable millions to enjoy engagement with world-class museums. As the major cultural institution in Liverpool, a city with high unemployment and deprivation, NML believes museums have a social responsibility to promote social justice, citizenship, and change. NML strives to attract diverse audiences, offer educational opportunities for all ages and backgrounds, develop cultural tourism to benefit the region economically, and pursue research while improving visitor experience through upgraded facilities.

1. The Passionate Museum
Nyborg, Denmark
22 March 2011
David Fleming
Director, National Museums Liverpool

2. Introduction
• Museums have shifted to being about something
to being for somebody
• No two museums are the same
• Museums are for the public benefit – they carry
social responsibility

3. Human Rights Museums

4. International Slavery Museum

9. Haiti Freedom Sculpture

10. © Pete Pattisson
Home alone: end
domestic slavery

13. District Six Museum, Cape Town, South Africa
http://www.districtsix.co.za/

15. Old Grammar School Museum, Hands on History in Hull

16. Tyne and Wear Museums

17. Audience: Tyne and Wear Museums
• T&W
• Centre for Cities
• NML

18. Liverpool

19. Liverpool – diverse city
• Population of almost half a million
• Many distinct communities
• Chronic economic decline in 20th
century
• Population decline in 20th
Century
• Regeneration has begun

20. Liverpool – city outlook
• Unemployment is twice as high as the national average
• Liverpool and neighbouring Birkenhead are the two most
deprived cities in England
• Liverpool is top in overall deprivation and in the extent of
deprivation

21. National Museums Liverpool

22. Our mission
We aim to change the lives of our users, and
to enable millions of people, from all
backgrounds, to enjoy the benefits of
engagement with a world class museum
service.

23. Our values (1)
• We believe that museums are fundamentally educational in in
purpose
• We believe that museums are places for ideas and dialogue that
use collections to inspire people
• We are a democratic museum service and we believe in the
concept of social justice: we are funded by the whole of the public
and in return we strive to provide an excellent service to the whole
of the public

24. Our values (2)
• We believe in the power of museums to help promote good and
active citizenship, and acts as agents of social change
• We believe in seeking out new opportunities and innovative ways
of working, so as to keep our public offer fresh, relevant, challenging
and competitive

25. NML Strategy statement
• Widen participation in our activities, thereby fulfilling our social
objectives, especially by attracting diverse audiences
• Ensure that we offer educational opportunities to people of all
ages and backgrounds, while not forgetting that museums also
offer unique, compelling and cross-generational forms of
entertainment
• As the major cultural business in the region which is also a
prime tourist asset, achieve economic benefits through
developing cultural tourism, and by helping build a strong image
for Liverpool and the region

26. NML Strategy statement (2)
• Pursue research programmes that lead to greater knowledge
of our collections, and promote the exceptional quality of our
collections
• Improve our visitors’ experience by upgrading our buildings,
displays, and facilities, offering quality and variety
• Strive to create a professional organisational culture that
motivates our team and enables us to work effectively in
harmony
• Actively seek to increase the diversity of our workforce

27. NML Strategy statement (3)
• Be alert to social, economic and technological change to ensure
we remain relevant and focussed
• Work in partnership with other agencies – arts, business,
public bodies
• Behave in an ethical manner at all times, promoting
sustainable practices
• Manage risk in a positive and effective manner
• Use our resources wisely and augment them wherever we are
able, providing real value for money

28. Museum of Liverpool

29. Overhead Railway

30. Lutyens’ Cathedral
Model