BASA #artMOVESme campaign launches
JOBURG - A campaign that forms part of a strategy to show the value of art in society was launched at the Hollard Campus in Parktown.
The first stage of the Business and Arts South Africa (BASA) #artMOVESme campaign, partnered by the insurance company, will make its debut at the 17th annual BASA Awards to be held at Newtown’s Market Theatre later this month.
Speaking on behalf of BASA, Lonwabo Mavusa said the first part of the campaign took the form of a graffiti hoarding that features blank sticky notes and illustrations by artist Sindiso Nyoni.
Hollard chief marketing officer, Heidi Brauer welcomed the launch of the campaign, and said the insurance company had long been involved in the arts in South Africa.
“Art has become part of life here, and it ties in with our belief to be catalysts for change,” she said.
“Art is not only for smart people or rich people – it’s for everyone. This will hopefully encourage individuals to communicate how they’re moved by art. They can use the hashtag #artMOVESme to share their messages.”
She added that the messages left by people on the hoarding would be photographed to make for the beginnings of an open collection of digital images and texts.
These images will be shared across BASA’s social media platforms.
Mavusa added that, even though it was a BASA initiative, it was for the public, so anyone could contribute to the campaign.
“We’ve put it out there, so people can now claim it,” he said.
He also said that the future initiatives could see the campaign grow in completely different directions, depending on sponsorships and partnerships with individuals, businesses and institutions.
BASA CEO Michelle Constant said she was very excited about the campaign launch.
“[It’s] based on the understanding that the arts provide real value to everyone in society,” she said.
“[Art] provides social capital, EQ [emotional quotient], economic growth and social cohesion – but, more than that, it plays a vital, and often powerful role in the lives of everyone.”
The hoarding will move to the Market Theatre on 21 August, and will remain there until the BASA Awards on 25 August.
Details: 011 447 2295; www.basa.co.za; info@basa.co.za
