"I love museums"

The campaign is just getting started - at ilovemuseums.com. It's led by the National Museum Directors' Council, who say:

"Our museums are facing challenging times. Local and national governments are making tough decisions about funding, and we want to show them how much museums matter by celebrating the public support for our wonderful cultural institutions…
We need you to stand up and say ‘I Love Museums’! "

Or else ... be prepared for admission charges - and we know how that impacted on visitor numbers (and national happiness) when it happened late last century.