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Culture in a time of COVID-19

Virtual reality headset - illustration

In May 2020, the Arts and Humanities Research Council announced Boundless Creativity, a major campaign created in response to the COVID-19 pandemic.

Boundless Creativity will pioneer new ways in which culture can thrive in a digital age by working with the UK’s leading arts organisations and creative businesses to create ambitious and groundbreaking projects.

Its projects will help speed up the development of new and exciting ways of engaging, entertaining and educating audiences, not just in the UK, but around the globe.

Bringing immersive experiences to people’s front rooms

Boundless Creativity is bringing immersive experiences into people’s front rooms, placing some of the UK’s most famous art collections online or providing the chance to ‘work’ in Wallace & Gromit’s new odd-job company.

The campaign will also map changing patterns of cultural consumption during the pandemic.

It is a targeted approach to consider culture, content and audiences afresh, stimulate innovation in the cultural realm and reach new audiences.

The important role of culture and creativity

Importantly, the campaign recognises and supports the role that culture and creativity play not only in the UK economy but also in the nation’s mental health and wellbeing – during the pandemic and beyond.

The campaign was launched with provocations from major cultural figures, including Mary Beard, Ben Okri and Fiona Shaw.

Last updated: 17 November 2020

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