National Art Pass: The art of effectiveness

Art Fund, an independent membership-based British charity, increased awareness of its Art Pass in the UK by launching a multimedia campaign, which included a film and Student Art Pass Tinder profile.

Campaign details

Brand: National Art PassAdvertiser: Art FundAgency: MullenLowe London

Executive summary

At the start of 2016, Art Fund was in a seemingly healthy position. Revenue had almost doubled in five years and the charity's membership had never been higher.

This meant that Art Fund had more money to support museums and galleries throughout the UK; helping them to buy and display works of art for the public to enjoy.

But this success had changed expectations. At the start of 2016, we were...

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