Arts, Space and Community Engagement — Learnings from Cowparade

Can citizen-led community art projects help catalyse change?

Is community engagement a viable approach to incorporate into a start-up business?

These were the questions spinning in my head when I reached out to Sarah Gardiner via Linkedin.

Sarah was the event director of CowParade in Edinburgh (2006) and I was eager to gain first-hand insights from her to help determine if community engagement is the right approach for the O initiative (O)

For those who don’t know, CowParade is an incredibly successful worldwide art project that fosters community involvement. It’s a not-for-profit organisation that raises money for charities via public art events. To date, over 5,000 cows have been showcased and auctioned.

To speak to someone involved in such a successful art project that involved multiple local artists creating custom designs would be invaluable.

But first, let me backtrack a little. In 2012 the idea for the O initiative was planted.

Melbourne Zoo was celebrating their 150 year anniversary with 50 artistic representations of their elephant calf, Mali. Mali in the City was a spinoff of CowParade, it was stunning and impacted me significantly. Especially, the way the public interacted with the elephants, the smiles on people’s faces caught my attention.

I’m a designer who believes in the ability of art to create change, and who’s also passionate about water conservation and reducing plastic pollution.

So as I observed these Malis, it dawned on me, what if…each of these art sculptures were water fountains all around the city? Beautiful art sculptures to encourage people to refill their water bottles rather than buy bottled water?

I fell in love with the vision and have spent the last six years designing and bringing the O initiative to life.

I believe our systems and thinking are ripe for change. Innovative efforts like creative placemaking can help drive inclusive and sustainable cities.

But do people with busy lives, bills to pay and others to care for want to contribute to sustainable changes in their community?

My first-hand experience tells me they are enthusiastic and want to to take an active role in transforming their neighbourhoods. Perhaps I had my rose coloured glasses on?

Our first O fountain in Alma Park was wholeheartedly supported by the local community.

From the beginning, the project inspired collaboration.

• The crowdfunding campaign to support a local artist to design the art on the fountain was fully supported.
• A local artist was selected from a shortlist as voted by the public.
• Installation and maintenance were handled by the local council and overall the project was a great cross-collaboration between O, the artist, council and the community.

The success, in part, was due to people feeling a sense of ownership and connection to a positive cause.

So, was this O experience in Alma Park an isolated example? Can it be replicated in other communities? Is community engagement the right approach to further developing and scaling O?

The key takeaway I learned from Sarah:

The most successful artworks were those co-created with the community.

When CowParade comes to a city they seek to entice a mix of high profile artists who are locally loved as well as encouraging any local or emerging artists to participate in designing a cow for the community-driven art event.

“Full of ambition, creativity and energy, CowParade Edinburgh culminated as a trail, herded all across the city. It offered intimate encounters for its diverse audience; for tourists, commuters and for families to re-explore parts of the city. Each cow was bespoke, in a relaxed space and without mediation.” — Sarah Gardiner

Sarah noted the cows that were designed with young local artists in the community were among the most loved, admired and embraced. There was a sense of civic pride. These designs tended to feature stories and artwork which was directly inspired by the local area thus creating a piece which was unique of its time and place.

Laid out as a trail on the city’s streets, CowParade offers an adventure in the city, an encouragement to locals to rediscover parts of their city they may not often frequent whilst acting as a drawcard for tourists too, to make the trip and explore new attractions.

It is heartening to hear of successful community projects like this because I often wonder if exploring the community angle will hasten the scaling of O. But it seems in the cities that CowParade has visited, it gives artists and communities a voice. Public spaces become full of curiosity and wonder, creating a connection in the physical world.

This reinforces O’s Alma Park experience. When communities infuse their unique spirit and identity in Art projects, it brings them together.

“Cow Parade had a hugely positive effect on the city and the O initiative possesses similar innate qualities, to meaningfully engage artists, connect with business and beautifully decorate our public spaces.” — Sarah Gardiner

It was so beneficial reaching out to Sarah. Paving this new path that aims to leverage underutilised assets with art and functionality is tough. To hear that community is integral to the success of art projects, shows me I’m on the right path.

Imagine each neighbourhood having an O fountain painted by an artist. Each O involves an interaction with the community, sparks a conversation around how we can make our community more sustainable, and by filling up with an O fountain, each individual gets to be part of that change.

Creative solutions that replace the old industrial stainless steel fountains are the future. I look forward to liaising with communities to update public spaces with beautiful and sustainable water refilling fountains.

What experience have you had with community-led developments? How have they helped to catalyse change? How could we create more opportunities for this type of activity? I’d love to hear from you.

Keep updated on all things urban renewal & creative thinking with The O Initiative.

Click here to find out how the O initiative can transform your space

To read more about the initiative see here: https://www.linkedin.com/in/grethaoost/

Or contact Gretha direct via gretha.oost@theoinitiative.com

• Designed by Gretha Oost, Founder of the O initiative
• Developed in collaboration with Zip Water
• Manufactured in Australia by GRC Environments
• The O fountain is Watermark Certified