OUGD603 - Brief 3 - Internal Collaborative - YCN Competition Brief - Art Fund - Brief Analysis

Art Fund Brief Analysis 

Create a campaign to raise awareness among students, that actively choosing to visit museums or galleries more often can be a powerful antidote to the stress and anxiety of student life.

Background 

Art Fund is a charity supporting museum and galleries to buy and display art for the public to see.

Created the Student Art Pass for £5 which allows free entry into museums, galleries and historic houses for students. Also has a programme of activities and access to competitions and paid opportunities.

Research 

- museums and galleries positive resource in fighting stress

- 63% find them useful to destress

- actively investing in leisure time, as little as 30 minutes a day can help manage stress

Considerations 

Highlight the scale and variety of museums, as well as how local they are 

Digital has the widest reach 

Keep the budget low, copyright to images can be accessed and space within museums is possible 

Any channels can be used such as, university media channels (internal communications), halls of residence, student ambassadors (brand ambassadors), digital ads (social media both paid and organic through universities and museums and galleries), brand partnerships (partner with other relevant organisations or brands), museums and galleries (the places themselves) 

Brief 

Show museums and galleries can help students 'step out of their daily lives' and 'get a new perspective on the world'.

Show how museums and galleries can help people relax, find inspiration and a fresh perspective on their lives and the world

Highlight how that the Student Art Pass allows people to see new and current things without financial barriers 

Target Audience

Students between 18 - 24 years old

Living away from home 

Have lots of new stresses such as work, friends, exams, finances and getting jobs after uni

Technology focussed but often feel they need a detox (77%)

Mandatories 

Should focus on the Student Art Pass

Reference Art Fund and Student Art Pass

needs a 'call to action', such as visiting a local gallery or the Art Fund website