The framework

“Every year since 1977, ICOM has organised International Museum Day (IMD), which represents a unique moment for the international museum community. On this day, participating museums plan creative events and activities related to the International Museum Day theme, engage with their public and highlight the importance of the role of museums as institutions that serve society and its development.

The objective of International Museum Day is to raise awareness on the fact that, “museums are an important means of cultural exchange, enrichment of cultures and development of mutual understanding, cooperation and peace among peoples”. Organised each year on and around 18 May, the events and activities planned to celebrate International Museum Day can last a day, a weekend or a whole week.” (https://imd.icom.museum/)

The “Discover Pharmacy Museums” initiative

Pharmacy museums and collections across Europe are a fundamental part of the continent’s historical memory and cultural identity, serving as living testimony to centuries of knowledge exchange, practices, and cooperation among peoples. On the occasion of International Museum Day, the Aromas Itinerarium Salutis Association is launching a collective initiative on social networks, promoting the publication of a series of reels featuring pharmacy museums and collections that are part of the European Route of Historic Pharmacies and Medicinal Gardens.

This initiative was born in the aftermath of the lockdown period, when museums were reopening to the public, with the aim of overcoming accessibility barriers and maintaining communication, particularly with younger audiences, while continuing to fulfill one of the core missions of museums: education. Each year, the reels follow a specific theme.