I went to see The Flesh of the World, an amazing collection of contemporary art last Saturday at the University of Toronto Art Centre. I could pontificate about the art, but it boils down to this: it's free and incredible and a must-see.
That said, I'm a bit sad about the lack of promotion. Part of the challenge is that it's split across three galleries (two locations at U of T downtown and the remainder at U of T Scarborough). The other challenge is that their website lacks a tagline or any other form of simple description to help people understand what the exhibit is all about.
And so, since I love the show so much, I tried to fix the problem. I settled on trying to convey two things:
- the show provokes a wide range of strong emotions
- the show includes diverse, inclusive artwork
There are a bunch of other small improvements the current website could integrate, starting with more images of the art itself. But a tagline, or equivalent entry point for potential viewers, seems like the right first step. Because they can then use the tagline to better promote the show through social media and other channels.
Why did I do this? Not because I'm a marketing genius, a copywriting wizard, or a crackerjack designer looking for a reason to show off. I did this because I was genuinely moved by the artwork I saw. I did this because I'm proud of our city for supporting a collection of art related to the Pan Am & Parapan games that avoided being a room filled with watered down, up-with-people, mush. And I did this because I saw a constructive way of solving a small part of their promotional challenge, instead of just complaining.