It was March 2021 and Nia wanted to raise $400K by the end of April 2021. With a rise in awareness, the target audience had now expanded to include non-POC with a philanthropic interest or a history of giving to the art community along with those with a history of giving to justice causes.

Our insight was founded on a leap of faith: we believe that the majority of people don’t want to merely pay lip-service to anti-racism.  They want to prove they are serious about it. Our message was simple: prove it with a donation to Nia Centre.