Valleys Re-told Advocacy Strategy 2021 - 2024 - Executive Summary

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This document sets out the Advocacy Strategy for the Valleys Re-told Project at Amgueddfa Cymru National Museum Wales in partnership with Cyfarthfa Castle Museum and Art Gallery and Cynon Valley Trust Museum. The aim of the Advocacy Strategy is to ensure the museum’s partnership Key Messages are heard across our community and wider communities in the South Wales Valleys.

In common with all museums our Key Messages are:

  1. These museums empower people through education and inspiration.
  2. Collections in our museums help communities to regenerate and forge their identity.
    3.

Through this strategy for Amgueddfa Cymru National Museum Wales, Cyfarthfa Castle Museum and Art Gallery and Cynon Valley Trust Museum will work together to persuade key stakeholders and decision makers of the importance and value of the museum service to the communities of Wales.

What is Advocacy?

Advocacy is typically undertaken by an individual, group or organisation in order to promote either themselves, their ideals or individual projects. Though there are several different definitions of advocacy, the one that best fits Amgueddfa Cymru National Museum Wales, objectives were developed by the Museum Association which defines advocacy as follows:

“Advocacy is the process whereby an organisation seeks to influence others in order to gain support for its mission, interests or course of action. In order to achieve this, networks of support are developed and used to lend credibility, wield influence and offer third party endorsement." (Museums Association)

What is the Valleys Re-told Project Context?

The Valleys Re-told project takes place at Amgueddfa Cymru National Museum Wales, working in partnership with Cynon Valley Museum, Cyfarthfa Castle Museum and Art Gallery and the surrounding area. The 4 aims of the project are:

  1. Identify Amgueddfa Cymru and partner Museums’ visual arts collections which have been informed or inspired by the south Wales Valleys.
  2. Work with participants in those localities to identify stories and new areas of knowledge linked to those collections.
  3. Develop ways of using these collections within both Amgueddfa Cymru and the partner Museums, and in other locations such as local schools and community settings, making them more accessible to a wider range of people.
  4. Make this new information better known within its source locality and beyond.

What are the Key Messages for Valleys Re-told

This strategy recognises that Amgueddfa Cymru, National Museum Wales and its partners are involved in many different areas. We believe that the Key Messages it needs to convey are:

  1. These museums empower people through education and inspiration.
  2. Collections in our museums help communities to regenerate and forge their identity.

These Key Messages are underpinned by a series of statements about what museums do. This strategy will ensure that these are communicated as part of promoting the Key Messages.

  1. Museums collect and preserve the community’s heritage.
  2. Museums make an important contribution to local identity, a sense of place and belonging.

Who are the Target Audiences?

Target Audiences Ways of delivering Amgueddfa Cymru - National Museum Wales and its partners' two key messages
1. Museum Visitors Websites
Social Media
Press stories
Information from annual report & Spotlight
2.Local Supporters (Friends, Local History Groups) Lectures
Participation in governance
Sponsorship
Letter writing
Participation in Social Networking
3. Funders Sponsorship
Acknowledgements
One to One
Applications
Invitation to develop projects
4. Media Press Releases
Images
Quotes and Comments
Good news stories
Information from annual report & Spotlight

Actions

Amgueddfa Cymru, National Museum Wales and its partners will:

  • Share the Key Messages on our websites.
  • Share positive museum statistics on our websites.
  • Build up a resource of good news/events/successes.

Evaluation and Monitoring

Amgueddfa Cymru, National Museum Wales and its partners will identify some key outcomes for use in monitoring and evaluating the success of the strategy. These could include:

  • Attendance of decision makers at events.
  • Interest from decision makers.
  • Evidence that the value of Amgueddfa Cymru, National Museum Wales and its partners has been recognised within relevant strategies, policies of governing organisation or funders.