60 Ideas for Europe

Most museums, schools, governments and cultural organizations complain about the lack of interest for arts, culture and cultural heritage by younger people. Attempts to lure a younger public of diverse cultural backgrounds into our cultural institutions usually end in tears and frustration. But lets be honest here: if you have to decide between having a drink with your friends or going to a club OR paying 12 Euro’s to visit a museum, what do we expect? An European Museum Card which gives free access to all (or almost all) museums in the European Union for everybody between the ages of 14-24, might make a surprising difference. Naturally such an initiative should be taken by the European Union and her member states, but probably such a card would also attract commercial interests, not the mention vast internet and publishing opportunities.

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