Closing the Gap promotional campaign.

Closing the Gap: Impact and Representation of Indigenous, Black and People of Colour Live Music workers in Canada post card preview.
Closing the Gap: Impact and Representation of Indigenous, Black and People of Colour Live Music workers in Canada post card preview.

Project considerations.

External art direction, external report production, internal marketing production.

In order to keep consistency and brand recognition for the project, I decided to dissect the existing assets from Stephanie Cheng, the illustrator who established the art direction for the study, into pieces that can fit into marketing collateral.

doodle of a star, squiggle and !!.

Dense copy - how do we get users to engage with the content?

The goal for the research promotion was to synthesize and simplify the findings of the 100-page report into gateways for users to explore. This was accomplished through social media posts, a public event launching the research and post cards for in-person events.

Social media post previews.

LACK OF REPRESENTATION is the highest reported barrier to IBPOC workers' sense of belonging in the Canadian live music industry.
For Live Music Industry (Venue Owners, Promoters, Agents, Managers, and Festival Organizers) Disclose final budgets as a check and balance against payouts that skew higher for white artists. Privately owned venues can make rental fees publicly availa
IBPOC live music workers are 8x more likely to work an additional job outside of the industry.
Dedicate funding for paid mentorship programs for newcomers and racialized workers, and ensure entry-level IBPOC workers receive training and mentoring at every stage of their development. justrations by Stephanie cheno | Engage in learning surroundi
ACCESS TO FUNDING is a significant challenge for IBPOC live music workers. Challenges include: Language requirements, Meeting eligibility criteria, Lack of awareness of funding programs and lack of acknowledgment of diverse cultures in public funding
We call on music award shows, music presenters, music promoters, and music conferences to use every stage they have to show Canadians that Indigenous people are just as special and talented as their loved ones.

Additional collateral.

Closing the Gap, save the date invitation
Closing the Gap, Zoom banner
Closing the Gap, web banner
Key findings summary slide.
Key findings summary slide.