Not to get too philosophical, but what brings hope? Is it a metaphorical light at the end of the tunnel? A distraction from — or a celebration of — the mundane? Maybe it is the ability to see yourself in others and the world? Or perhaps, all three of this ways can bring us hope. Could it be a coincidence that all of these concepts are found in the arts?
Americans for the Arts' newest campaign is all about how the arts can create hope.
Americans for the Arts is a nonprofit organization that — as its name suggests — pushes for the advancement of the arts in the United States. A page on the organization's website details its most recent project by saying, "As we struggle each day with the pandemic and fight harder for racial equity, the arts are there to support us. We listen to music, we read, we make chalk drawings with our kids. We play video games, we dance in our living rooms, and watch movies and TV. We practice the guitar, take Instagram photos, and we create posters to carry in protest. The arts are working overtime in every community, household, and family, doing what they do best: connecting us, giving us needed moments of joy, and most of all creating hope. #ArtsCreateHope."
Americans for the Arts encourage their followers to share their own posts about how art brings them a sense of hope using the hashtag #ArtsCreateHope. However, the #ArtsCreateHope campaign does not just end there. The nonprofit then asks its followers to support art in their community, tell their senators that the arts need more funding, and donate.
While not every organization can support the arts as explicitly as Americans for the Arts, there are undoubtedly lessons that can be learned from their campaign. The first is to have both short-term and long-term goals for you marketing campaign. Initially, Americans for the Arts just want to bring hope and share stories through #ArtsCreateHope. But, it just doesn't end there. The nonprofit also has its eyes set on political and social reform pertaining to the arts.
An organization's short and long-term goals do not necessarily have to be admirable social causes either. Take the Swedish shopping app, Klarna, for example. Its new commercials are creative and brilliantly weird, and these ads will help the app develop recognition and buzz. However, Klarna certainly wants to move past faint recognition. In the long-term, Klarna must be hoping to develop a committed and established base of customers.
Another thing that #ArtsCreateHope does extremely well is foster a sense of shared community. Such an achievement, especially in these current times, is no small feat and should not be taken lightly. Through their hashtag and the language that they use, Americans for the Arts is able to meet creatives in their homes, and is are also able to connect them with the rest of the world. When campaigning around an idea as powerful yet abstract as hope, this is a truly important concept to achieve. Not only can the arts create hope, but they can also create connection. When formulating your next campaign, think about the concepts and ideas you're promoting and how those ideas can bring people together, not just how they can sell a product. This is one key to creating a social community, or even a movement, around your brand or industry.