Reconsidering Museums

What do Canadians see as the value of museums for them, their communities, and for Canada?

Reconsidering Museums, a three-year national project, sets out to answer the question, what do museums mean to Canadians? Through a rearticulation of the value of museums and a rebrand of the sector, this project aims to support museums with the tools and language necessary to better connect with and serve their communities, deepening their relationship, and therefore their relevance, to the Canadian public.

As a sector, we understand the significance of museums and museum work. By generating dialogue about how and why museums matter to Canadians, this project is working to empower museums with a shared language to express our value, to increase meaningful engagement, and to create a more sustainable and relevant sector.

The resources developed through this project will provide adaptable values-based messaging that bridges the gap between museums and their publics, substantiates the value of museums with data-driven insights, and helps shape public dialogue around the vital role of museums in our society.


A National Partnership

Launched in 2020, Reconsidering Museums  is a national project undertaken in partnership with a consortium of provincial and territorial museums associations and the Canadian Museums Association, led by the Alberta Museums Association.

Phase 1: Museums for Me

The first phase of the project was to listen to Canadians. In fall of 2020, the Museums for Me public engagement campaign asked Canadians from all regions and with diverse backgrounds and interests, what do museums mean to you? Learn more about the campaign and what we heard here.

Phase 2: Toolkit Development and Piloting

The second phase of the project takes the research and findings from Museums for Me and distills them into a brand narrative that museums can use to engage the public. Pilot sites around Alberta will test messaging and preliminary resources in early 2022 to ensure they resonate with diverse communities. The final product will be a new visual identity for museums with compelling messaging, supported by an advocacy and communications toolkit and an interactive website. Learn more here

Phase 3: National Rollout 

The final phase of the project launches in late 2022 when the advocacy and communications toolkit and interactive website roll out for museums across Canada. We will work with the pilot sites and our consortium partners across the country to train museums on how to implement the toolkit and associated resources. Watch this space for more details in 2022!


For more information about the Reconsidering Museums project, please contact Caroline Loewen, Project Lead, at



The Alberta Museums Association gratefully acknowledges the financial support of the Government of Canada through the Canada Cultural Investment Fund and the Province of Alberta through the Community Initiatives Program for the Reconsidering Museums project.


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