Awareness to Action dives into the symbiotic relationship between visual brand identity and the success of social movements. The exhibition space, covered top to bottom in Astroturf, serves as a metaphor for the practice of “astroturfing,” a term that refers to when a group creates the appearance of grassroots support for a cause or idea. As you navigate the artificial sod, you’ll be confronted with visible tension between products of genuine grassroots activism and how their larger visual identity systems have been basterdized into marketing campaigns.

The satire-driven Intro to Astroturfing book rests front and center in the area of contemplation. this book offers tips, tricks, and real-life examples of successfully orchestrated Astroturfed campaigns that not only help define what astroturfing is but also demonstrate how groups can manipulate and capitalize off of grassroots authenticity. With this book, you’ll be challenged to question the genuineness of certain visual identities and their impact on social change.

The back wall is a salon-style mirage of “relics” from various successful movements, juxtaposing symbols like the Pink-Pussy bonnet with the Make America Great Again cap to show that visual identities within social change exist across the political spectrum. This curated collection prompts reflection on the diverse visual styles produced by social movements, adding an extra emphasis on their power to construct narratives and provoke controversy.

Awareness to Action intends to inspire critical discourse on the role brand identity holds in both grassroots success or astroturfed manipulation of social movements. By exploring the tension between authenticity and strategy, this installation will question and critique the visual narratives that shape our understanding of contemporary activism.