While the coronavirus pandemic is still far from over, the situation’s cultural frenzy certainly peaked in an unprecedented fashion this Spring. It has been generations since the entire world bore the brunt of a crisis in the fashion those widespread lockdowns entailed. This time, we saw how progress has altered our society. Many turned to technology for catharsis — livestreams, video chats, and all manners of online entertainment. The most effective initiatives, though, brought viewers into the fold.
Before all of this unfolded, the UN released its 17 Sustainable Development Goals (SDG) which it hopes for the world to achieve by 2030. These goals range from more tangible concerns like clean water, zero hunger, and quality education to more idealistic aims like reduced inequality, strong institutions, and responsible consumption. To support these milestones, Lavazza has partnered with the City of Turin (Italy) on their project, TOward2030, “an urban art initiative that speaks of sustainability and that has turned the city, from the town centre to the outskirts, into an amplifier of the 17 +1 Goals of the United Nations, through the universal language of street art.”
To further TOward2030 in a coronavirus-compatible fashion, the organization facilitated an art contest through Instagram titled #TOwardTOmorrow. “The initiative offered economic support for artists and highlighted the efforts of NGOs across the world. More fundamentally, it allowed us to maintain our core mission of using art to communicate awareness of the global goals in ways that were engaging and impactful,” stated Lavazza’s Board Director Francesca Lavazza.
One of their partners, Juxtapoz, reported on the contest’s background and stipulations in a May 2020 announcement which explained that it was “a fantastic Instagram art competition that aims to bring sustainability to the forefront of our united future across the world.” The contest featured two categories — one for youths and one for adults. Each contributing artist chose to represent one of the UN’s SDGs in their own visual language. Of the submissions, one artist was chosen for each goal, creating a bracket of 17 finalists from which each winner was chosen.
“Toward 2030 is on a mission to build a better world with artists, using the United Nations 17 Sustainable Development Goals (SDG) as our blueprint. In response to the crisis, we’ve taken this mission online. For #TOwardTOmorrow we have united 17 NGOs from across the world to help us showcase the transformative power of culture,” Juxtapoz continued.
This week, the organization itself announced that “From over 400 entrants, we formally announce this year’s winner as PRICKLY SAUCE, a UK based artist whose work embodied SDG16, Peace, Justice and Strong Institutions.” The artist, whose civilian name is Rob Thomas, represented the SDG with the striking image of two hands ensconced in chains, rendered in striking blue and red against a black background. His succinct composition captures the tense balance that exists between the forces of justice and piece, and manages to do so in a manner that resolves rather than conflicts.
“The bound hands of justice grab tightly the fingers of the peace symbol binding both as strong institutions.The chain pulling out sideways reinforces this strength. It feels like a strong image that visually represents the relationship and the fact that these are ultimately about people and their lives,” the artist explained.
Thomas expressed shock and gratitude over his victory in an Instagram caption, adding “I am honoured to count myself among these creatives.” Indeed, his work was chosen from a cutthroat pool including talents like Jofre Oliveras and Malak Mattar. The judges included notable figures including legendary street art photographer Martha Cooper and Juxtapoz editor Evan Pricco.
Charlotte Pyatt, a renowned curator who serves as Creative Director of the Toward Tomorrow campaign, remarked that “Of the many aspects I am proud of for TOward TOmorrow, I am inspired and humbled by the trust, energy and awe-inspiring work of the incredible 17 organisations we were able to align with. This was one of the most challenging aspects of this project, but certainly one of the most rewarding in demonstrating creatively and practically how art can mobilise people toward action. The level of engagement and support we have received from artists has been overwhelming, a true celebration of the transformative power of culture and its ability to affect meaningful change in the world.” In an era of digital consumption so pervasive that it felt passive and compulsive, TOward TOmorrow called creatives to action, providing them with a new platform to share their talents for a worthy cause. Braving a preserved sense of activity and healthy competition is society’s only hope for maintaining the vigor necessary to achieve our bright new world.
