Holly McGavock's TIE Case Study - Grey NY / Barefeet Theatre

Giving Barefeet a voice Holly McGavock TIE, November 2013

Art is not, as the metaphysicians say, the manifestation of some mysterious idea of beauty or God; it is not, as the aesthetical physiologists say, a game in which man lets off his excess of stored-up energy; it is not the expression of man’s emotions by external signs; it is not the production of pleasing objects; and, above all, it is not pleasure; but it is a means of union among men, joining them together in the same feelings, and indispensable for the life and progress toward well-being of individuals and of humanity.

-Leo Tolstoy

What is Barefeet?

• Zambian NGO Founded by young artists from the street with a passion to help other street kids • Money from performances goes back into the organization to support the young artists and provide opportunities for young people across the country • Focuses on the psychological and emotional needs of vulnerable children • Gives children a voice through art

The problem: Most people have no idea who Barefeet is or what they do.

The goal:

Raise awareness of Barefeet as an organization that empowers vulnerable youth through art

So we took a look at what was going on in the world to find a little inspiration.

Most outsiders think of African children (and African aid) this way. It’s easier not to think about it.

And in Zambia, people recognize the large number of kids on the street or in centers as an important issue, but tend to see street kids as lost causes.

Many of the organizations that help kids here tend to focus on their physical needs

Right now, Zambia and its children feel pretty distant.

Which is a shame, because the whole concept of “giving� is taking on new life.

These days, people want to feel more “connected” to doing good

And knowing exactly where the money is going is becoming more important, too.

People want to help. That is, if they can find an organization that they can trust and relate to.

But in a world with so many NGOs, how were we going to help people connect with Barefeet?

In increasingly digital and disconnected times, people are looking for ways to feel connected with real, true, and human stories.

And nowhere is that truer than in performance art, where real, everyday people can become overnight superstars (and public heroes).

In fact, music and art have always been about humanity.

“For most of human history, musicians, artists, they've been part of the community — connectors and openers, not untouchable stars.”

— Amanda Palmer, TED Talk

And Barefeet exemplifies how it’s possible to use art and performance to connect and open.

Connecting (kids with the help they need, artists with work, the world with Zambian culture and dance) Opening (hearts, minds, possibilities)

One more thing.

Everyone we talked to about Barefeet used the same word‌.HOPE. Through its performances, through its cast of former street kids, through the way it teaches children that they are worth something, Barefeet gives kids hope.

But what’s even more unique about Barefeet is that everyone who interacts with Barefeet, who meets the performers, hears their stories, or sees them perform, leaves with a different perspective on life and a new sense of hope.

Barefeet is proof that “street kids” aren’t hopeless kids.

In fact, those same kids, through their humanity and joy, have the power to inspire hope in all of us.

BAREFEET CAN INSPIRE A DRAMATIC CHANGE IN PERCEPTION THROUGH ITS OWN HUMANITY

Hopeless kids

Kids who give me hope

What could we do to inspire the change?

Hopeless kids

Kids who give me hope

Introduce people to the “touchable stars�of Barefeet

What does that mean?

Touchable

Stars

Real people Real stories Real moments The human side of Barefeet

Performance/Art/Dance Joy/Fun/Color Success stories Redefining how we look at “street kids�

Show people the joy of Barefeet, the performance and color and success, but bring it to life with the REAL stories of the REAL people that make up the organization and those they help.

….but always delivered the “Barefeet” way Fun, Mischievous, Creative, Positive, Colorful, Energetic

How the strategy came to life for Barefeet COMMUNICATIONS STRATEGY •

Established overall communication strategy and brand platform

DESIGN •

Conducted logo exploration

DIGITAL/SOCIAL MEDIA •

Created a digital and social media strategy and trained the Barefeet team members

•

Performed updates to the website

•

Investigated partnerships/grants with Google Ad Words and YouTube

CONTENT •

Created a content library and organizational structure for past and future content

•

Created an “Intro to Barefeet” video and other content for use on Barefeet website, social media, etc.

With an understanding of who they are, the stage is set for Barefeet to raise awareness, increase performances in Zambia and abroad, and ultimately grow donations so that they can keep helping Zambian youth.

We’re all looking forward to TIE 2014 to keep the momentum going!

Thank you Barefeet for allowing me to work with you.

Thank you TIE for matching me with such an amazing organization.

Thank you GREY for letting me leave for a month to do such inspiring work!