Art Fund - Reaching Black Audiences

Art Fund has historically struggled to reach a Black audience in the UK, they commissioned A Vibe Called Tech to help them understand why this has been the case and empower the team to create better outcomes in the future.

As a team, we evaluated past campaigns to understand the performance of historic brand strategies and creative as well as conducted training and workshops across departments on team best practices for diversity and inclusion.

Questionnaires, interviews and workshops with Black target audiences were held to investigate their relationship with the Art Fund brand and gain insights on what they felt could and should be done.

The final report set recommendations for processes, team structure, external partners and reference materials.