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Gateways to Newark: Portraits
The Challenge
For Newark, New Jersey, what was once world-class industrial eminence has today become a struggle to revitalize a concrete cityscape that poorly represents the vibrant people and cultures that call Newark home. One response was the “ Gateways to Newark: Portraits” project, a nearly two-mile mural on the walls of the elevated railway stretching along one of the area’s major arteries. While Newarkers and stakeholders considered the merits of beautification a given, the City faced the challenge of justifying the project’s cost and importance in the face of other communal concerns.
The Solution
The Impact team created and disseminated an impressive fact sheet to garner buzz about the mural. A comprehensive media kit was subsequently produced, detailing the mural’s facts and figures; projected community impact; the inspirational collaborations, donations and partnerships that brought the mural to fruition; and the accolades and visions of the 17 artists commissioned to transform the wall. Media coverage of the press event just to announce the project garnered an audience of nearly 2 million people, plus the attention of trendy art bloggers and culture aficionados. Today, the consensus is that the project – which is the longest mural on the East Coast and second longest in the nation – is one of Newark’s crown jewels. .
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