The 'Science and Nature' push, which broke last week, is aimed at a 'learned, liberal' audience and draws on the role of science at the museum.
The activity comes as the Natural History Museum prepares for the September opening of its Darwin Centre. The scientific research and collection facility will offer visitors an insight into the work that the museum's scientists are undertaking to protect the planet.
The museum said that, although it attracts about 3.8m visitors a year, it remains best known only for its Victorian building and dinosaur collection.
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