The Uniting MSIC Launches Campaign To Promote 'Art from the Heart of the Cross' Exhibit

Art has the power to transform lives. That's the message behind a new pro bono campaign from DDB Remedy for the Uniting Medically Supervised Injecting Centre's (MSIC) annual Art from the Heart of the Cross exhibition.

The centre opened in Kings Cross in 2001 and is a practical and compassionate response to drug injecting under the supervision of medical staff and health professionals. Recognising that drug dependence is chronic, with relapse an in-built part of this, MSIC's focus is on harm reduction. The Uniting MSIC does not support or promote drug use; it acknowledges that it is part of the community and seeks to provide assistance that is practical and sound.

Art from the Heart of the Cross is an annual art exhibition and auction of art works created by clients of MSIC. All proceeds from the sale of artworks go directly to the artists and for many participants, the program provides a sense of community and inclusion with participation rates increasing year on year. Some individuals return to the centre to complete their artwork, often separate to their drug dependency needs.

DDB Remedy executive creative director Scott Smith said the Remedy team were keen to support this life-saving service by creating a powerful campaign to drive greater exposure for this extraordinary exhibition.

"For some participants, the experience of painting and exhibiting is the first time in their life they have been acknowledged for an achievement. It is an experience that helps to develop their sense of self-worth, confidence, and is encouragement to think beyond their current circumstances.

"We wanted to celebrate not only the diversity of the artwork but also the individual stories, the truly transformative power of the program, and provide a window into the powerful emotions that make this art so compelling."

The small campaign will live predominantly in the Kings Cross area, Sydney, in cross track and local print media.