Tate uses Flickr to reach younger audience

by Hayley Pinkerfield, Revolution UK 06-Aug-07, 11:30

LONDON - Tate Britain has teamed up with Flickr and BT to launch a new online project, reflecting a wider strategy to reach a younger audience via the web.

Tate Online (http://www.tate.org.uk/) teamed with creative online partner BT to develop the project in partnership with photosharing community Flickr and The Observer web site.

Tate Britain is extending the How We Are photography project to How We Are Now - a contemporary look at British life. The public was invited to submit photographs of their personal vision of Britain and British people via a How We Are Now group on Flickr.

Paul Simon, head of sponsorship at BT, said: "We believe the internet plays a crucial role in stimulating and developing people's relationship with art. The success of this project is a clear vote of confidence for BT and Tate's joint rationale to encourage people to access art via the internet in a highly interactive way."

A total of 3,330 people took part in How We Are Now and 7,876 photographs were submitted. All images have been streamed onto screens at Tate Britain and on Tate Online, Flickr and The Observer's web site. The final display will be shown at Tate Britian through August 2007, And archived on Tate Online as part of the exhibition's web site.