Situation In November 2019, a newly formed Flemish Government decided to cut funding for art & culture projects by 60 %. In a small region like Flanders many young artists need this funding to develop and create. A severe budget cut means that many works of art, movies, books, etc. might never get made. This would only be a great loss for art lovers, but for society as a whole. State of the Arts, an open arts platform, wanted to make the consequences visible to the broader audience. Idea We sent our 500 best artists a picture of their work covered with 60% yellow, the branding color of the Flemish government. We asked them to share it simultaneously on November 14, at 12 AM, with the hashtag #thisisourculture. Showing that 60% less funding equals 60% less culture. They all did. Result The hashtag #thisisourculture instantly became viral with people participating and contributing to a yellow wall on Instagram. People started using 60% yellow as a symbol for peaceful protest against this funding cut. They changed their profile pictures, created new artworks, performed music with 60% of the notes cut, etc. The campaign reached 80% of the country’s population, generating around € 1,6 million in earned media attention. About 68 300 people signed a petition. More than 4000 protesters marched the streets, demanding the funding cut to be canceled. Currently, negotiations are re- opened and a new deal between the arts and culture sector and the Flemish government is being negotiated with State of The Arts.
This professional campaign titled '-60% culture' was published in Belgium in January, 2020. It was created for the brand: State of the Arts, by ad agency: BBDO. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 12 media assets. It was submitted about 3 years ago by Creative: Frederik Clarysse of BBDO Belgium.
Advertising Agency: BBDO Belgium, Brussels, Belgium
Creative Director: Arnaud Pitz
Creative Director: Sebastien De Valck
Creative: Frederik Clarysse
Creative: Johan Van Oeckel
Head Of Production: Patricia Van De Kerckhove
Print Production: Hans Bos
Content Manager: John Van De Pol
Video Editor: Jasper Vanhauwaert
Social & Technology Expert: Matthias Andriessen
Dtp: Rob Goovaerts