Life on the Line is a public art project on the TTC utilizing art to raise awareness for mental health and funds for the Canadian Mental Health Association (CMHA) Toronto.
As the second official iteration, Life on the Line 2020 will exhibit 200 posters on the TTC Subway (Line 1) from November 16th, 2020 - December 27th, 2020. Ten works of art by ten different artists will be selected for display to share unique perspectives on mental health.
We will produce prints of the selected works in editions of 50, where they will be available for sale at Hard Feelings and in our e-commerce store.
Artists will be paid 25% for every sale, and the remainder will be donated to CMHA Toronto's Holiday Gift Program.
Selected artists and artworks will be included in a multi-pronged campaign, which will promote them through: social media marketing promotion, videos on 375 TTC subway platform screens, Unsinkable's website, and a PR Campaign.
+ Reached over 7.3 million people over the duration of the campaign
+ Project was covered by CBC, Globe and Mail, Toronto Star, NOW Toronto, Spacing Magazine, Global News Radio, and others
+ Sold almost all original works at the launch party (where 50% was donated to CMHA Toronto, other 50% paid to artists)
+ Increased donor engagement for CMHA Toronto
+ 198,682 unique social media engagements
+ Call for submissions will be open from April 6th, 2020 - June 15th, 2020
+ You can submit a total of three works for consideration in a JPEG format, no larger than 1MB each
+ All work must be related to mental health (please avoid triggering imagery*)
+ Ontario residents only
+ We accept any visual art medium, including: painting, illustration, graphic design, sculpture, screen prints, photography, etc.
+ Please submit vertical format works (will be printed 27" x 20" on TTC)
+ Works will be selected by a committee of arts professionals: Umbereen Inayet (City of Toronto Public Art), Claudette Abrams (Workman Arts), and Ashley Mulivill (Ninth Editions)
PLEASE E-MAIL THE FOLLOWING TO TO BE CONSIDERED FOR LIFE ON THE LINE
+ First and last name
+ E-mail and phone number
+ Website and social media links
+ How did you hear about Life on the Line?
+ A brief description about your practice and how your works relate to mental health (500 word maximum)
+ Up to three images for consideration (no larger than 1MB each)
*If you have any questions, please feel free to contact:
Stella Melchiori, Project Manager (firstname.lastname@example.org)