Alberta Foundation for the Arts

Project: A multi-year awareness campaign elevating the value of the arts to Albertans.

Research suggested the notion of the ‘Arts' can be intimidating for the general public. A micro-website developed for the campaign encouraged well known Albertans to share their eclectic choices of the arts – regardless of form – as a way to motivate the general public to rethink the art in their daily lives. Through television and an online media strategy, everyday Albertans were encouraged to visit the site and then create their own experience of art - sharing these experiences through social media channels and encouraging others to do the same. This grass-roots campaign successfully encouraged Albertans to define the arts – or art – on their own terms.