AN ADVERTISING CAMPAIGN ON “DISCOVERING PERSPECTIVES: ART BIENNALE AND ART THERAPY”

The "Discovering Perspectives: Art Biennale and Art Therapy" advertising campaign aims to bridge the gap in awareness and understanding of the Art Biennale and art therapy practices among university students. By highlighting the significance of Art Biennale and the therapeutic benefits of art, this initiative seeks to foster enhanced well-being and broaden students' perspectives. Utilising a quasi-experimental research design, the campaign assesses its effectiveness in increasing participants’ awareness and comprehension following program exposure. The campaign is structured around three core objectives: firstly, to raise awareness of the connections between Art Biennale and art therapy among students; secondly, to empower individuals to engage actively in Art Biennale and art therapy practices; and thirdly, to deepen students' understanding of the Art Biennale and art therapy's values and benefits. During the pre-production phase, the research team finalised the campaign's focus and established strategic collaborations with an expert in art education and a students’ association. Production efforts included creating promotional materials, i.e. two posters, an infographic, and two videos (a teaser and an informational video) to introduce the campaign and its objectives. In the post-production phase, researchers gathered and analysed data from the quasi-experimental study to evaluate the campaign's impact on the treatment group. The campaign's output centres on assessing its effectiveness in addressing the initial knowledge gap regarding the Art Biennale and art therapy among participants. Overall, the "Discovering Perspectives" campaign contributes to a deeper appreciation of the Art Biennale and the role of art therapy, with its materials designed to enhance awareness and understanding among university students.