Bloomberg Mayor’s Challenge

The Design Challenge:

Bringing young people closer to culture in the canonical institutions of Tel Aviv – Jaffa

The Background:

Culture and the arts have always been a central anchor in Tel Aviv-Yafo’s character and a significant part of its existence.
We are witnessing young people moving away from cultural institutions worldwide. Institutional culture is the realm of adults, and many young people seek cultural alternatives in their spare time.
The COVID-19 crisis has hit the cultural industry hard and intensified the need and urgency to bring young people together to consume culture in institutions.

The Opportunity:

The research we conducted showed that the isolation in COVID-19 created longing and intensified the need of young people for cultural and social activities:

What we did:

  • The move included an analysis of a survey of cultural consumption habits among young adults
  • Reviewing literature and examining the coping of cities around the world with the challenge
  • Interviewing experts and partners from the municipality, discussion groups with officials in cultural institutions
  • More than one hundred thirty-five interviews of residents to understand how young people perceive cultural institutions. What are the needs, motivations, and barriers to consuming culture?
  • Analysis and extraction of insights and their translation into opportunity areas
  • Development of opportunity areas which were presented to the CEO as a holistic strategic plan that addresses this complex challenge
  • Prototype processes for refinement of initiatives
  • Accompanying the implementation of the program

What we learned:

  • Cultural institutions suffer from a bad reputation, old-fashioned image with which young adults do not identify, and even shy away or dislike.
  • Young “Tel-Avivians” are busy building their image as “Tel Avivians” as part of their identity. The institutions do not serve to create this image.
  • To attract young adults, the cultural experience must contain characteristics of social recreation.
  • There is a need to experience unexpected, new, intriguing, interactive experiences that engage viewers.
  • Young adults will make a minimal effort to obtain information and expect it to reach them in their spaces.
  • Residents perceive culture as a service the city should provide since it promises a “city of culture” and a “city without a break” in its advertising.
  • Cultural institutions do not provide value that meets the needs of young adults, who are a significant economic engine for the city that spend much money on recreation. As a result, young adults perceive cultural consumption in institutions as expensive.
  • Young adults relate to the social goal of supporting young creators. When the young audience feels that a cultural institution excludes young creators, they distance themselves from it.

Bloomberg Competition:

This project has reached the “2021 Global Mayor Challenge” competition. It got to the final stage with 50 more challenges out of 631 participating from 99 countries worldwide. Announcement of the results in 2022.

This project was done as part of my work at Impact i-team

The project was done as a part of my work in the Impact team, Tel Aviv Yafo innovation team.

  • Team Manager: Dana Shlfer
  • Research Lead, and Service Design Expert: Yarive Epshtein

Research Team:

  • Michal Shamsian Azar
  • Elinor Soffer
  • Tair Avni
  • Meirav Ohayon