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.
Integrated advertisement created by BBDO, Belgium for State of the Arts, within the category: Public Interest, NGO.
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