Museo Interactivo de Economía

Strategies for reaching
non traditional audiences
Título
Monday, March 17th 2:45 – 4:00
Red Room @ Technopolis
Silvia Singer / [email protected]
Strategies for reaching
non traditional audiences
Strategies for reaching
non traditional audiences
Monday, March 17th 2:45 – 4:00
Red Room @ Technopolis
Silvia Singer / [email protected]
Our origins
Banco de Mexico owned the
“Antiguo Convento Hospitalario
de Betlemitas” in Mexico City.
In year 2001 the Board of
Governors of the Central Bank
decides to devote the iconic
venue to society and education
and establish the first
Interactive Museum of Economy
The Central Bank provides all the
money and advice needed and
apoints a group of experts in the
museum and science
comunication field
The restoration process
Mission Statement
To invite visitors to discover new ways for
understanding economics, finances and nature
and their relationship with daily life
We present an overall vision of the economic,
social and natural processes, and their
interrelationship.
We aim to contribute to build citizenship that is
prepared for a critical and active participation
in society, aiming towards better individual and
collective well-being.
In 2001 MIDE was created as the first thematic
science center about economy, finances and
sustainability in the world
What is MIDE
MIDE is an interactive
museum that presents
the economic processes
of the modern world
through the use of
daily-life examples.
Interactives that allow
the discovery process
and promote dialogue.
A place where all
opinions are welcome
What is MIDE
MIDE encourages
group participation
through technological
and non-technological
means, among its
visitors.
We aim to promote
discussion, reflection
and critical thinking
In the last 2 years we have renovated almost 50%
of the museum with two new exhibit halls:
Sustainable Development:
The delicate balance between
nature, society and economy
Finance in society
my personal finances, government finance
and the stability of the financial system
Is there such a thing as a
“traditional audience”?
Who determines what is a traditional audience?
What we do is what determines what we get
Schools are welcome
Teachers are welcome
Families are welcome
But it also a matter of who we design for
To break the paradigm
Science centers are for kids!
All citizens, all audiences will benefit from
understanding their surrounding world.
We all enjoy playing, but …
it is a matter of language
It is a matter of better understanding the specific
interest of other age groups
It is matter of making it relevant
Audience composition 2013
Estudiantes
Primary school
secondry
Middle school
Undergraduate
9%
13%
37%
41%
A wide variety of audiences requires a wide
variety of activities
Activities at the museum
Workshops
Interpretation program
Volunteers
Diplomados y cursos
With our sleves rolled up
Simposio Educación Económica y Financiera
Financial Education programs
The traditional audience at MIDE
In 2013
80% ranged between 15 and 25 years old
9% where below 15 years old
11% where older than 25 years old
Non traditional according to age
We have an opportunity with younger audiences,
mainly primary school kids.
An open niche that nobody is covering
We are planning on a MIDE for children
And we piloted the idea with a special hall
A workshop / exhibit hall
The Consumer Lab
Between September 2012 and December 2013 the
consumer lab served an audience of 47,041 children
An impact on attendance
37% 37%
24%
19%
16% 16%
14%
12%
9%
10%
2%
1%
Menores de 7
0%
7 a 14
15 a 17
18 a 25
2012
2013
26 a 40
41 a 60
3%
Más de 60
•“Está muy bien, nos enseña muchas cosas importantes para la vida diaria ¡Qué
bueno que México tenga lugares así!”. Jorge Eduardo Ramírez, 16 años.
(19.01.2014)
•“La verdad es uno de los mejores museos que he visitado”. Leonardo Quiroga,
25 años. (26.01.2014)
•“Muy buen museo. No te aburres, creas conciencia, y ojalá hubiera este
sistema en otros museos. Felicidades”. Ana Cecilia Martínez Cuevas, 19 años.
(30.01.2014)
•“Muy bueno el museo. Me ha sembrado la inquietud de mejorar para
conservar mi mundo”. Arely Caballero, 23 años. (02.02.2014)
•“Es genial lo que hicieron, ojalá toda la sociedad pudiera darse cuenta… Lo
amo”. Claudia Gisela Ledezma, 20 años (15.02.2014)
•“Este museo es algo que pocas personas visitan por la idea de que la economía
es algo aburrido. Por mi parte, es de los mejores museos”. Brenda Karina
González, 18 años. (19.02.2014)
•”Este museo es muy bueno. Al principio no quería entrar porque creí que iba a
ser aburrido, pero en serio me gustó mucho por las actividades; entiendes que
la economía es parte de la vida cotidiana". Jair Soto, 15 años. (22.02.2014)