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Creativity Matters: The Arts and Aging Toolkit
photo of two men dancing (Kairos)
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Chapter 9: Public Awareness

Your dedication and enthusiasm shine through the music and bring so much enjoyment to all your listeners. For many who had not heard the group before, it was both a surprise and a treat! Thank you, thank you, thank you! Member, Board of Selectmen, Wayland, Massachusetts

Shifts in attitude and changes in policy have stimulated a growing awareness in the United States that older adults are vital assets to our communities—and that the arts are part of the process and part of the solution. Keeping the public awareness momentum moving is important not only to you and your program, but also to the arts and aging field as a whole, because “a rising tide lifts all boats.” Unlike marketing, which is geared toward finding participants, and unlike developing resources, raising public awareness ultimately improves the environment for all of our programs.

There is no one best way to build public awareness. Different methods work with different audiences, messages, and messengers. It’s important for each program and each organization to find the right fit, be creative and persistent, and push its message year-round. This responsibility is not just another task on your to-do list. It is an ongoing activity, accomplished in large measure through relationships and interactions with funders, elected officials, policy makers, and community leaders.

This section looks at:

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Appendix 3:
Kairos Dance Theatre Support Letters (1) (2)