How can you motivate children to go and see an art exhibition in the museum just around the corner?

How do they and their families even know what cultural activities are out there to discover?

These questions inspired the launch of the label ʻFlyʼ with the mission to give more children, more enthusiasm, more culture. Fly has gained such enormous popularity that when families are looking for a cultural pastime they now know to look for the little fly symbol.

More than 140 cultural institutions and local authorities use this popular insect in their communications. It appears in leisure calendars, programming brochures and municipal information magazines and it helps to make activities for children easily recognisable. 

But, thereʼs more! Fly not only promotes cultural and leisure activities, but the little fly comes to life, appealing to children to leave their comfortable, cozy chairs and participating in nearby activities. These Fly campaigns are an extra stimulus to pull children over the threshold of cultural institutions.

This summer more than 200 museums, libraries, festivals and youth services took part in the Fly campaign, attracting more than 30,000 children. Read the full Fly. The Friendly Monster - culture for children article