Flanders, the Dutch-speaking northern region of Belgium, is proud of a rich cultural heritage made famous by Flemish Masters such as Rubens and van Eyck, surrealists like Delvaux and Magritte and contemporary artists like Luc Tuymans and Michaël Borremans. Supported and championed by the region, young artists have often been able to develop groundbreaking work.

In November 2019, a newly formed Flemish Government decided to cut funding for art & culture projects by 60 %. Evidently, this would be a great loss. For the broader public however, it's hard to imagine the dramatic consequences of this decision on art that hasn't been made yet.

Immediately after the government's announcement to cut funding, State of the Arts, a newly founded platform for all artistic fields in Flanders, wanted to show the public that -60% funding equals -60% culture. And ask them to show their support in response to our campaign.

Using the official Flemish colour, yellow, State of the Arts covered 60% of various works of art.

We sent the work to the artists and asked them to share the image on social media.

On november 14, 2019, at 12 am, all artists shared the image simultaneously using

the hashtag #thisisourculture. More than 500 painters, directors, singers, writers,

performers, actors and illustrators shared photos of themselves or their work that

were 60% covered by yellow. Showing that 60% less funding equals 60% less culture.

Once the social media campaign was launched, a massive response came naturally. 60% yellow was used on profile picture filters, featured by artists in new artworks and even incorporated into performances, like a piano performance where 60% of the notes were cut. The yellow coverage was also recreated in window displays, on billboards, and even in theatre performances. Uniting the whole country in a collective response.

We needed a clear and focused message: "-60% funding equals -60% culture." And we needed to convey this message through a mechanism that is simple, shareable and accessible.

We covered existing works of art to visualize the impact of a piece of legislation in an immediate and simple way. By sending the artists to share an image and asking them to share simultaneously on social media, we ensured a huge reach from the beginning. The message was immediately understood and needed no explanation. Designed to be picked up on and used as a symbol to voice the people's concern. So widespread among artists and the public that it could not be ignored by the media, further increasing the pressure on policy makers.

The decision to cut funding was announced on november 11,2019. Immediately, brainstorms were set up and the idea was presented at an action meeting on november 12. Over 500 contemporary works of art were covered for 60% and sent to the famous artists who made them. We coordinated the social media campaign by providing the artists a caption: "-60% funding = -60% culture", a hashtag #thisisourculture and a moment to share simultaneously on instagram: november 14, at 12 pm. By simultaneously time with the same hashtag, the artists created a 60% yellow wall on the platform. After this launch, several initiatives were co-ordinated by State of the Arts. Theatres painted their windows 60% yellow artists and art students painted new works of art that were 60% yellow, posters for cultural events were covered for 60% with yellow posters, and a 60% yellow profile picture filter was made available.

The hashtag #thisisourculture instantly became viral. 60% yellow became a symbol for peaceful protest against this funding cut. People showed support and changed their profile pictures, created new artworks, etc.

The campaign resonated in all regions of Belgium: both in Flanders and Wallonia, reaching more than 8 million people: that's 80% of the country’s population. Generating around € 1,6 million in earned media attention and more importantly, making the decision to cut funding a highly criticised decision. A nationwide petition was set up. More than 4000 protesters marched the streets, demanding the funding cut to be canceled.

Under all this public pressure, Minister-President Jan Jambon increased funding for arts & culture by allocating 4 million in new funds. After this campaign, State of the Arts became the main negotiating partner between the artists and the Flemish government, in an ongoing debate about support for artists.