Following on from the Asian Aucklanders and the Arts research, a Spotlight on Diversity programme has been developed to build culturally diverse audiences by engaging pan -Asian Arts Ambassadors. These Arts Ambassadors will work as community networkers to develop new Asian audiences; people-to-people marketing as opposed to print-to-people marketing.
The Spotlight on Diversity programme forms part of the Asians and the Arts Draft Strategic Action Framework 2008-12 and has two components:
1. Spotlight on Diversity Workshop
A Spotlight on Diversity one-day workshop, which was held in Auckland on 29th November, explored innovations in social marketing strategies for engaging pan-Asian audiences in the arts.
Facilitated by Jerry Yoshitomi, leading cultural facilitator from the US, the thirty sector delegates accessed practical ideas for:
- learning new approaches and technologies to expand memberships, audiences, donors and income
- addressing barriers that discourage participation and develop drivers that encourage participation
- gaining skills to innovate new services/programmes or add value to existing ones.
2. Spotlight on Diversity Ambassador Programme
Massive Company, THE EDGE and Oryza Foundation for Asian Performing Arts is developing a partnership programme to deliver an Arts Ambassador Scheme in 2008/09.
These organisations were selected as an arts cluster that is demonstrating best practice and knowledge in foster meaningful interactions across cultures through existing and future programmes.
A one-day consultancy with Jerry Yoshitomi on 30 November 2007 brought them together for a collaborative planning session to establish an Arts Ambassador Scheme, including partnership operating principals and objectives, target audience(s), timeframe, budget and evaluation methodology. Members of the Asian Aucklanders and the Arts research reference group also attended to contribute to the development process.
Based on a successful collective project plan, which will be submitted to Creative New Zealand by 4 February 2008, Massive Company, THE EDGE and Oryza Foundation for Asian Performing Arts will receive a partnership grant of $20,000 to implement the Spotlight on Diversity programme from February 2008 to February 2009.
