San Francisco Museums for All
Creating Equity in the Arts with Year-Round Program, San Francisco Museums for All
In partnership with The Financial Justice Project and the San Francisco Human Services Agency (SFHSA), D&A was tasked to build positive brand awareness and increase participation for SF Museums for All with the objective to reachtargeted areas of the community. Through a series of listening sessions with Bay Area community members, D&A organized and facilitated focus groups to learn about current beliefs, attitudes, and perceptions surrounding racial bias in the arts. Our findings informed an integrated marketing strategy launching in June 2022 when families and caregivers naturally look for low cost activities to do over the summer months. Our aim for the campaign was to provide equitable information that was accessible, relatable, and consistent while amplifying available resources and improving equity in the arts.
It was essential to embody the culture and values of San Francisco residents—and those that receive EBT or Medi-Cal. The simple and direct approach combined with fun and energetic visuals leveraged a paid media strategy designed to reach people in specific geographic neighborhoods. Through qualified key messaging and deployment strategy, messaging cadence, the “Free Family Fun” campaign introduced a dynamic visual identity and brand-building color palette that contributed to strong performance over the course of the summer long campaign
Our efforts were successful and resulted in reaching priority populations in multiple zip codes around San Francisco—strengthening awareness for the program. Our strategically targeted digital paid media working in concert with influencer marketing was executed and optimized over the course of the summer and resulted in a suite of organic content and paid media produced in English, Spanish, and Chinese. The integrated approach was supplemented with content by community influencers throughout the Bay Area. In addition, in-language postcards and flyers were created to reach CBOs and support their efforts for the audiences they serve.