Background
The Migration Museum brings Britain’s migration history to life through powerful personal stories, revealing how the movement of people to and from the UK has shaped the world we live in today. One of their campaigns is a travelling exhibition “Migration and the Making of the NHS” which celebrates the vital contributions of migrants to the National Health Service.
The Brief
As part of their UK-wide campaign, the museum opened a temporary pop-up in Leeds, with earlier stops including Leicester. To promote this locally and reach key audiences, Arch Creative was commissioned to design and run a paid social campaign, supported by bespoke animated content.
Motion
From archive to animation
Drawing from the Migration Museum’s visual language and historic NHS materials, our animation work used a cut-out photo montage style to bring archival images and lived experiences to life. This approach was used across multiple formats, including vertical, square, and landscape versions for optimal placement across Instagram and Facebook.
We developed two animated promo videos (10 and 30 seconds) in a dynamic collage-style stop-motion animation, echoing the museum’s bold, people-first storytelling aesthetic.
Paid Socials
Optimising for impact
We worked with the client to create and manage a targeted two-week advertising campaign, focusing on C2DE and BAME audiences in Leicester and Leeds. The goal was to drive awareness and link clicks to the Migration Museum’s exhibition page. In week one, we conducted A/B testing on copy and creative to optimise performance in real time. From there, we scaled the best-performing assets for broader reach.
The Result
Local stories for local audiences
The campaign delivered strong results across locations, demonstrating both the effectiveness and efficiency of the campaign in reaching and engaging target audiences. Through strong creative and efficient campaign management, the Migration Museum successfully built buzz for their travelling exhibition across both cities, reaching nearly half a million individuals and generating thousands of meaningful interactions with minimal media spend.
"We were thrilled with the creativity and strategic approach Arch Creative brought to this campaign. Their dynamic animation work captured the spirit of the exhibition and helped us reach new, diverse audiences in a meaningful way. The results exceeded our expectations and brought real visibility to the vital stories at the heart of ‘Migration and the Making of the NHS’."
Migration Museum
