How SA agency BMP boosted interest in History Trust of South Australia’s AMoSAH project

In early 2024 Adelaide agency BMP was challenged to develop a social media strategy for the History Trust of South Australia to garner public attention for the proposed Adelaide Museum of South Australia’s History (AMoSAH) project, a future haven of history.

AMoSAH is a museum celebrating the rich history of the state and its people, and it requires the support of those people in order to continue development.

BMP centered the brand on the concept of “our museum,” fostering a sense of local ownership and pride. The campaign highlighted AMoSAH as a place for “truth-telling” about the state’s past, including Aboriginal perspectives, which resonated with the community’s desire for inclusivity and diverse perspectives on the state’s history.

Placed human faces at the heart of the strategy fostered engagement. The result? The campaign exceeded expectations in terms of audience response and interaction.

The campaign focused on creating awareness through emotional response. By allowing the audience to envision a powerful museum experience, BMP captured attention and stopped viewers from scrolling past.

BMP’s strategy wasn’t just about the past; it emphasized AMoSAH’s role in shaping the future. The campaign positioned AMoSAH it as a launchpad for exploring South Australia’s rich history, encouraging deeper connections with the land and its people.

Through this multi-faceted approach, BMP ensured AMoSAH stood out as a must-visit destination, not just for South Australians, but for anyone seeking a deeper understanding of the region’s unique story.

Says Greg Mackie, CEO, History Trust of South Australia: “BMP were asked to generate attention and provide opportunity for the communities’ imagination to run wild. They did this. The AMoSAH branding and social media campaign strikes at the heart of curiosity. Which is exactly want we want for a future-facing museum.

“This is a good way to broaden the profile of AMoSAH amongst the wider South Australian Business and creative community – more eyes, more engagement and more supporters for the project.”

Client: History Trust of South Australia
Project: AMoSAH – Faces of History
Strategy Lead: Ben Howell
Creative Director: Brayden Curtis