JUNIOR GOMEZ - ARTWORK FOR DKMS CHARLOTTE BILLBOARD CAMPAIGN
Location: Throughout the Charlotte Region
DKMS Charlotte has partnered with ArtPop Street Gallery to launch an art-forward billboard campaign that aims to save BIPOC lives by diversifying national stem cell and bone marrow donor pools. Featuring original designs by local artist Junior Gomez, and a direct bilingual message, these printed billboards aim to increase participation in the fight against blood cancer by African American and Latino individuals in the Charlotte region. By informing the audience of the need for them to get involved and register, the donor pool will become more diverse, and more lives can be saved through stem cell research and donations.
This campaign is being managed through ArtPop’s Inspiration Projects division, and comprises the creative execution and installation of original designs featured on 7 billboards total. These billboards will be installed in strategically-chosen locations throughout the Charlotte region between the week of August 28th, 2023 and November 26th, 2023.
Junior and ArtPop staff will also attend DKMS’s Queen City Saves Lives donor drive event at The Music Yard at Southbound on Sept. 13th, 2023, from 6pm - 10pm. At the event, ArtPop and Junior will connect with other attendees to share about the cause, and their partnership with DKMS.
Artwork & Message:
Junior designed striking original artworks for both the foregrounds and backgrounds of the billboard layouts. For the foregrounds, Junior referenced photographs of actual DKMS patients and donors, rendering them in his own artistic style. To complement this, Junior designed backgrounds that combine DKMS brand colors and elements with the signature “brushstroke” embellishments that frequently appear in his artworks and murals.
The campaign’s message seeks to inspire viewers to join the donor registry, and offers them a chance to save lives within their own community. This simple but impactful message utilizes language familiar to DKMS’ donor outreach efforts, and includes a subtle nod to the importance of diversity and inclusion in this cause. The billboards feature either an English or Spanish version of the message, depending on its location. The call to action “to save lives” is immediately followed by a Charlotte-specific web URL. Leading to a custom landing page created by the DKMS team to accompany this campaign, the URL is intentionally straightforward and memorable.
Meet the Artist: Junior Gomez
Afro-Latino artist Junior Gomez was recommended by ArtPop to create the original artworks for the billboard designs. The DKMS Charlotte team agreed that Junior’s artistic style matched the intended aesthetic of the campaign, and he was hired as the project artist. ArtPop worked directly with Junior on timeline, project details, and creative direction from DKMS for his designs.
Having reviewed the provided materials detailing DKMS’ mission to delete blood cancer and to reach more BIPOC individuals through campaigns like this one, Junior elected to get involved himself, and signed up for a swab kit through the DKMS website.
Junior’s Impact Testimonial:
“Little did I know that this journey would lead me to discover the profound mission of DKMS in the fight against blood cancer. Before this art project, the name DKMS was unknown to me, but when I delved into their story and the courageous battles fought by countless patients, something profound happened – I found a purpose greater than art.
Moved to my core by the moving stories of those battling blood cancer, I knew that my art could transcend beyond aesthetics and become a beacon of hope for those in need. In that moment, I became a bone marrow donor, knowing that this small act could hold the key to saving a life.
Now, I stand at the precipice of an extraordinary opportunity to use my art to spread the word, to inspire others to join the noble cause, and to stand together against blood cancer. DKMS has given me the chance to use my creativity as a powerful force for good, and I am determined to make every digital brushstroke count.
This billboard campaign is not just about showcasing my art; it’s humanity to unite and make a tangible difference in the lives of those facing an unimaginable challenge. Together, we can be the catalysts of hope, the architects of transformation, and the saviors of countless lives.”
- Artist Junior Gomez
