First Life – Natural History Museum, London UK


The world premiere of First Life was at the Natural History Museum in London (UK), Sir David Attenborough and the UK’s Minister of State, Department of Culture Media and Sport, were both in attendance.

During the course of its run First Life had 11835 visitors over 120 days at 366 shows. From internal evaluation it was found that 90% of visitors rated their overall enjoyment of the event as good to excellent and 84% of visitors learnt something new about the natural world, in addition to this 68% of visitors felt the experience gave them a new understanding of the museum’s scientific work. 70% of all ticket sales were bought either via the museum website and call centre suggesting that the experience had an impact on visitor figures.

The total media reach was estimated at 6 million. Museum tweets earned over 237,000 impressions and 4287 engagements with an average 1.8% engagement rate, this included 239 retweets and 384 favourites and 773 registered URL clicks. The NHM published 9 Facebook posts with a combined reach of 58,817 and 95,247 impressions. The experience was featured in Wired, The Guardian, Daily Mail UK and The Wall Street Journal In May 2016 the experience at the Natural History Museum won the Innovation award at the Museum & Heritage Awards.