The Lincoln Children’s Museum mission is to invite children to create, discover and learn through the power of play. The museum is a private non-profit and receives no tax dollar funding and has been apart of the local community since 1989. Their hands-on exhibits and programs allow children and adults to learn and discover through playing together. The target audience for them is families with young children. To generate earned media the Children’s Museum should host a series of events that focus on children’s play outside. The museum is seated next to new city construction of a walkway and I think the museum can utilize having that space to introduce new types of play and discovery using the outside to promote healthy lifestyles for children that also include playing outside, which is shown to have a positive impact on children. This type of event(s) can also help the city generate awareness for the completion of the newly finished construction that has been disrupting pathways through downtown.