The WCJ Virtual Art Show
Virtually Reaching More Than 154,000 People
Case Study by
Due to the rapidly spreading COVID-19 pandemic in early 2020, the Women’s Center of Jacksonville (The WCJ), a nonprofit that serves as the only certified rape crisis center In Duval, Nassau and Baker counties, had to quickly develop a way to pivot and virtually host its annual art exhibit and fundraiser as part of Sexual Assault Awareness Month (SAAM) in April. The annual art exhibit, “Surviving to Thriving,” was created to feature artwork submitted by survivors of sexual assault who used art and creativity as a way to heal from past trauma, which also served as a fundraiser for the organization.
Point Taken concepted a virtual production of the art show hosted on the WCJ’s social media channels. To accommodate the virtual platform, survivors of sexual assault who created art were asked to submit videos and images where they showcased and discussed their artwork and their journey towards healing. Point Taken created a program for the day, which featured a video every half hour on the afternoon of the show on Facebook, Instagram and Twitter, and assisted with event production leading up to and during the event. Prior to the event, Point Taken developed a news release and social media content and supported email distribution to promote the event.
The virtual art exhibit videos and posts collectively reached more than 23,000 people on the WCJ’s social media channels, generating more than 27,000 impressions and 2,300 engagements. Media coverage, which included features of a survivor-artist on First Coast News and the Florida Times-Union, reached an audience of approximately 131,000 individuals with an earned publicity value of $3,500. WCJ’s social media channels also increased in fans and followers due to the event.
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