3. Audience and Outreach

Describe the anticipated audience (size and demographic characteristics).

As already described, Richmond has a diverse population, as does the East Bay more generally. Since we expect we will have a diverse group of interviewees and stories, we expect our project’s products will attract a diverse audience that reflects this diversity. We anticipate 150 attendees at the culminating screening of the East Bay Stories of Empathy video from Richmond, the East Bay “cultural corridor” and the general San Francisco North Bay.  The internet audience for the Stories of Empathy YouTube channel reaches around the world.  The art exhibit will be on display for 2 weeks and should attract 200-300 additional viewers.

Outline your publicity and outreach plan for securing this audience.

We will use a dynamic process of publicity and take advantage of ideas and opportunities for promotion as they arise.  The basic avenues for publicity and outreach are:

Stories of Empathy website.  A website is being developed for the project. The website will grow with the project and include stories and material on the topic of empathy. There will be an email and discussion list that people can join to discuss and share their own personal insights. The culminating event will be promoted on the website.

Word of mouth from all participants, including interviewees, to their families and friends.  We will interview a diverse group of people, of various ages, ethnicities and backgrounds.  We will collect each interviewee's address and email.  The final public event will be formally announced to all interviewees who will promote it to their family, friends and social networks.

Participating Organizations. When we interview the leadership of the various Richmond area organizations, we also collect their address and emails. An announcement will be emailed to these leaders and they will promote the event to their social networks and organizational members.  For example, our project partner, the RAC, has an active email list of 2,500 and a mailing list of 3,200.  Another partner, TAOLB has an email list of over 100 black artists who participate in their annual art exhibit at the RAC.

Volunteers Involvement: We are involving community volunteers in the development and implementation of the project. They will actively promote the event to their social networks.

NPA Empathy Project cross promotion.  We will piggyback on the publicity from the NPA Empathy program of 2009.  A preview of Empathy Stories art works and interviews will be shown at the NPA Empathy event and it will create awareness and anticipation for our culminating event.

Media.  RAC and the Arts and Culture Division have promoted many exhibits, shows, and other programs through the press and they will assist us in this promotion. Press releases will be sent to East Bay newspapers, radio and TV stations.

Guerrilla Marketing. With the help of our volunteers, we will promote the event through the many area online community email lists, by word of mouth and flyers.

An Invitation to President Obama to Speak. We will invite Barack Obama to speak at the event. Since he has publicly stated that empathy is such an important component of his administration, we hope that he will take part in some way. In such a case, the event would need to be scaled up, but we have access through the City of Richmond to larger facilities.