ABSTRACT
In this case study, the author describes how one of the leading natural history museums in the world, with a major research programme, transformed its strategy to one whose main aim is to encourage and empower the public to become ‘advocates for the planet’. The Natural History Museum (NHM) in London had been contributing to scientific studies showing the huge threats posed by climate change and extinction and corporately decided to speak out more strongly about the crisis. Museum staff consulted with its publics, who said that they wanted the NHM to be more active in this area. The chapter describes the process which led to the new strategy and tackles concerns about museums being ‘neutral’ and removed from the everyday world of politics. It also shows how the strategy was implemented, including how COVID impacted on its rollout.
