Block 4 BLAC

Project: #Block4BLAC: A Social Distance Fundraiser for Social Good

Lead organizer for Block4BLAC, working on the ideation, creative direction, curation and activation of Toronto’s first large-scale social-distanced public entertainment event during COVID-19. In less than 10 days, Curator and Creative Director Ashley McKenzie-Barnes, 6IX Cycle owner Julie Harrish, and Art Consultant Deanne Moser, crafted and executed a “Block Party” fundraiser for Black Legal Action Centre (BLAC), with an initial goal of $10,000. The intention was to drive awareness and financial support to BLAC, the only Black-led specialty legal clinic working to combat individual and systemic anti-Black racism in Canada.⁣

With the awareness of Toronto Police and City of Toronto, we brought over 5000 attendees to the West Queen West community, from Dovercourt St to Dufferin St, for a social distance fundraiser in support of BLAC. Surpassing our donation goal and raising over $35,000 with the participation of over 25 neighbouring businesses and restaurants, over 30 sponsors, volunteers, DJs, artists and talent.
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This included music from Raptor’s DJ 4Korners and PogiTheDj, delicious bites from black-owned catering company, King Catering, ‘grab and go’ cocktails and treats from Queen West’s best, a silent art auction, limited-edition tees featuring the work of Yung Yemi and over 70 giveaways and more! ⁣Hosted by previous FLOW 93.5 personality, Alicia ‘Ace’ West.⁣

Creative identity, curation and marketing collateral:

• Brand and marketing visual identity
• Talent and artist curation (DJs, host and silent auction visual artists)
• Social media graphics
• Social media strategy and asset creation (500,000+ impressions)
• Wild posting
• Limited edition artist t-shirt design
• Signage
• Digital ad designs

Creative Director: Ashley McKenzie-Barnes
Photographer: Maggie Elizabeth
Art Auction Activation and Facilitation: Somewherelse Agency, Ashley McKenzie-Barnes
Art Auction Donated Art: Yung Yemi, Heather Haynes, Paint & Keys
Organizers: Ashley McKenzie-Barnes, Julie Harrish (6IX Cycle), Deanne Moser