Americans for the Arts is pleased to announce that a 2016 Gold Cause Marketing Halo Award in the education category has been awarded to a partnership between Vans and Americans for the Arts. Developed 14 years ago by the Cause Marketing Forum, the Halo Awards honor businesses and nonprofits that combine profits with purpose, and doing well by doing good.
In 2012, Vans asked Americans for the Arts to become its official national charity partner in the company's marketing initiatives and CSR goals to foster the growth of arts education and the access that children have to creative outlets in all parts of the country. This partnership has developed important initiatives such as the Arts Education Navigator, an e-book series which provides the information, statistics, and skills necessary to advocate to decision-makers, and the Vans Custom Culture grant program, which annually awards $2,000 competitive grants to ten schools around the nation with quality music and visual arts programs.
Now in its sixth year, the Vans Custom Culture competition is an opportunity for students around the nation to get their creative juices flowing by decorating Vans shoes in the hopes of winning grants for their school's art programs. Each school competes in a juried competition for a $50,000 grand prize, four $4,000 finalist prizes, and $50,000 in separate awards and scholarships given by Custom Culture partners: anti-smoking campaign Truth, shoe retailer Journeys, and the Laguna College of Art and Design.
Vice President of Global Consumer Marketing Sarah Crockett stated: “Vans firmly believes in the value of arts education and the positive impact creative expression has on every student's life. We're proud that Vans Custom Culture has helped more than 142,000 students express their Right To Art...Over the past 6 years, 7,612 high schools have participated in Custom Culture, which has now awarded nearly $600,000 to arts programs around the nation."
CEO and President of Americans for the Arts Robert Lynch said of the Halo award: “I am pleased that Vans Custom Culture is a finalist to receive this distinguished award. Americans for the Arts has partnered with Vans Custom Culture since 2012, and together we are helping to bring more attention to the importance of the arts in high school curricula, encouraging high school students to embrace their creativity, and inspiring a new generation of innovative, forward focused youth."
Together, Americans for the Arts and Vans continue to support every student’s access to an arts education they deserve.