Outside Influence
Louisville native Eddie Donaldson had deep connections and a big idea. Fleur de Lis Communications brought it all together – with spectacular results. Working with the nonprofit Artists for Trauma, Donaldson imagined Outside Influence as an “artistic experience” comprised of two simultaneous events: a seven-story mural of Muhammad Ali by world-famous street artist Shepard Fairey, and a gallery show centered around Fairey’s work. Both would occur in West Louisville, creating an opportunity to bring national attention to a marginalized community.
Messaging
Media
Relevance
Lions and tigers and bears might’ve been simpler
There were a LOT of players on this field. We had to coordinate messaging with the Mayor’s Office, Louisville Forward, the Commission on Public Art, the YMCA, the Muhammad Ali Center, Louisville Visual Arts, and several large donors and sponsors – ensuring the neighborhood maintained a voice. This required building strong relationships, a deep understanding of all the roles, and magnifying the unique voice of this community.
opportunity
Focus on the future, not the past
Fairey’s mural would literally change the city’s view of the Russell neighborhood, becoming the most visible landmark looking west from Downtown. Because of that, the people of Russell needed to be at the center of the story. The mural had to be seen as part of the current renaissance in the neighborhood rather than bringing attention to past decades of neglect.
solution
Pick your storytellers
We selected three outlets whose audiences and expertise put them in the best position to understand and elevate the effort – one print, one TV, and one radio – and gave the all advance “exclusives” before the main release went out. This built a “drumbeat” before the mural drew eyeballs independently. In the weeks before Shepard arrived in town, we positioned YMCA Director Freddie Brown as the “face” of the story. His deep connections in the community, his knowledge of Ali’s history with the Y, and his understanding of the context let him tell the story in a way that elevated and empowered the neighborhood. We also highlighted Artists for Trauma’s efforts to gather feedback and generate involvement from the local arts community.