Initiative
Overview
The Right to Culture campaign puts a powerful stake in the ground: culture isn’t a privilege, it’s a shared right. At a time when artistic careers are often dismissed as non-viable or elitist, this campaign reframed cultural participation as essential to a thriving, inclusive society. Led by Arts Council Malta, the campaign spotlights long-standing support structures that remove barriers and empower creators through advice, guidance, idea development, and financial support to mention a few. It ties these initiatives together under one resonant truth: every artist deserves the space and support to contribute.
The Challenge
In Malta, as in many countries, being an artist is often seen as a luxury, not a livelihood. Cultural careers are undervalued, and access to opportunities is uneven, especially for those without financial backing.
Our campaign set out to shift that perception and reassert artistic expression as a right, not a reward. Through Arts Council’s listening sessions with artists and stakeholders, we identified a key tension: artists felt both invisible and unsupported. While funding existed, many weren’t aware of it or didn’t feel it was “for them.” This gap in awareness and emotional connection became our call to action.
The Solution
We positioned the Right to Culture as a national call-to-action – a reminder that art is essential, not optional.
The creative imagined a world without art, using bold visuals, striking copy, and motion graphics to make the absence felt. Across digital, print, and outdoor, we flipped the script: absence became presence, prompting artists to engage with their artform. Every execution pointed to real actions – from applying for funding to seeking support to using the downloadable toolkit – ensuring every artist could feel heard.
The campaign encouraged artists to recognise their rights, approach Arts Council Malta for assistance, download the Toolkit, explore relevant funding schemes, and take steps toward participation. Calls-to-action were embedded across all channels, from social storytelling to OOH prompts, each pointing back to a central campaign hub that made it easy to learn, act, and share.
