The Uniting MSIC launches campaign via DDB Remedy to promote ‘Art from the Heart’ exhibit
Art has the power to transform lives. That’s the message behind a new pro bono campaign from DDB Remedy for the Uniting Medically Supervised Injecting Centre’s (MSIC) annual Art from the Heart of the Cross exhibition.
The centre opened in Kings Cross in 2001 and is a practical and compassionate response to drug injecting under the supervision of medical staff and health professionals. Recognising that drug dependence is chronic, with relapse an in-built part of this, MSIC’s focus is on harm reduction. The Uniting MSIC does not support or promote drug use; it acknowledges that it is part of the community and seeks to provide assistance that is practical and sound.
Art from the Heart of the Cross is an annual art exhibition and auction of art works created by clients of MSIC. All proceeds from the sale of artworks go directly to the artists and for many participants, the program provides a sense of community and inclusion with participation rates increasing year on year. Some individuals return to the centre to complete their artwork, often separate to their drug dependency needs.
DDB Remedy executive creative director Scott Smith said the Remedy team were keen to support this life-saving service by creating a powerful campaign to drive greater exposure for this extraordinary exhibition.
Says Smith: “We went to the centre and saw first-hand just how invaluable the services they provide to disadvantaged and socially excluded individuals are. The exhibition is our opportunity as a community to acknowledge the centre’s contribution, and importantly also give recognition to the participants.
“For some participants, the experience of painting and exhibiting is the first time in their life they have been acknowledged for an achievement. It is an experience that helps to develop their sense of self-worth, confidence, and is encouragement to think beyond their current circumstances.
“We wanted to celebrate not only the diversity of the artwork but also the individual stories, the truly transformative power of the program, and provide a window into the powerful emotions that make this art so compelling.”
The small campaign will live predominantly in the Kings Cross area, Sydney, in cross track and local print media.
Uniting
Caroline Elton – Head of Marketing
Julie Growcott – Marketing Manager
DDB Remedy
John Bertolini – Managing Director
Scott Smith – Executive Creative Director
John Lam – Creative Partner
Dawn Scanlan – Senior Producer
Narve Thakrar – Group Business Director
Fran Milena – Business Director
Sally Kerfoot – Business Manager