Kultur Nøglen is a fictional campaign for a Danish culture pass that gives all 18-year-olds free access to state-owned and state-supported museums and stage art institutions. In Denmark, cultural participation is often shaped by upbringing, while culture passes in countries like Italy, France, and Germany have proven effective in reaching new audiences. The campaign consists of a book distributed to young people on their 18th birthday, a social media account highlighting institutions through collaborations with influencers with young audiences, and a website offering a full overview, favorites, and map integration. By placing institutional cultural material within a pop-cultural context through images, the project aims to make these institutions feel more open, relevant, and approachable to young people.
