BUSINESS PLAN 2020 – 2024

BUSINESS PLAN2020 – 2024

First Nation Ceremony, Oliewenhuis, Vrystaat Arts Festival (2019).

KHOEKHOEGOWAB: Vrystaati di Dī//khasib !Gâi!gâisens ge #an!gâs tsī !gôasiba Khoe-San Khoena ra mâ. Nē khoen ge //în aboxan !na /gaisa #goms tsī !hû//arede! kho/gara hâ,nâu khoen !hūb din /khas khami

AFRIKAANS: Die Vrystaat Kunstefees erken en respekteer die Khoe-San van die Vrystaat en die diep geestelike verhoudings wat hulle met hul voorouers, hierdie land en sy mense het.

ENGLISH: The Vrystaat Arts Festival acknowledges and respects the Khoe-San of the Free State and the deep spiritual attachment to their ancestors and relationships they have to this country and its people.

SESOTHO: Mokete wa tsa Bonono Freistata o ananela le ho hlompha morabe wa Khoe-San wa Freistata, le kamano e tebileng ya semoya eo ba nang le yona le badimo ba bona hammoho le dikamano tseo ba nang le tsona le naha ena le baahi ba yona.

CON

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T 1. Vision, Mission, Values and Goals 4

2. Executive Summary 5

3. Sector and Opportunity 6

4. Marketing Plan 8

5. Goals and Key Performance Indicators (KPIs) 9

6. Programme Projects and Activities 11

7. Financial Plan 12

8. Risk Management 13

9. SWOT Analysis 14

Appendices 15

Platfontein Print Project (2017).

Top: Poetry Therapy (2019). About: Untitled, Artist Nombuso Bhogolo (2016).

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VISION To elevate engagement in public health through stimulating arts and health practice in South Africa.

MISSION To act as an instigator and exponent of excellence in local arts and health practice by engaging health communities, stakeholders and arts workers in meaningful activity.

VALUES• Community Agency and

Autonomy: We engage communities as equals in a partnership advancing self-reliant health and welfare.

• Reflective Practice: We support and design co-emergent models of creation that is relevant and community-led.

• Outcomes Driven: We use sustainable measures to calculate quantifiable efficacy.

• Impact Focused: We are responsive to needs to maintain relevant social investment.

• Participation and Inclusion: We are grounded in diverse practice that is inclusive and reciprocal.

GOALS• To activate platforms,

engage audiences and invest in health communities.

• To expand the programme capacity, access grants and secure funding.

• To build the practitioner network, knowledge trust, skills and develop resources.

• To provide governance and develop policy.

• To position and Arts and Health Coordinator in each of the 9 provinces in South Africa.

• To run annual arts and health projects in South Africa.

Top: Pakana Kanaplila Australian First Nation Residency (2019).Above: Jude Anderson (Punctum Inc, Australia) and Nicolas Boyce (Barbados), FSAH Artist Workshop, 2019).

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RYThe Free State Arts and Health (FSAH) Programme is a bi-lateral partnership initiative of the Vrystaat Arts Festival, and DADAA, Australia supported by the Australia Council for the Arts, the Andrew W Mellon Foundation through the Programme for Innovation in Artform Development (PIAD), an initiative of the Vrystaat Arts Festival and the University of the Free State.

FSAH is a pioneering arts and health initiative operating in central South Africa. We support and design community-centred intermediations by arts-workers with the aim of positively impacting on the health and well-being of the communities we work for. Using the arts, the project engages communities in arts practices and projects that address key health aspirations, understanding that good health is imperative in the creation of cohesive societies.

This initiative addresses the need for increased collaboration between the arts and the health communities of the Free State by connecting cultural practitioners with skills, networks and platforms interested in community well-being to engage with pressing health issues. In doing so, FSAH endeavours to mobilise communities to raise the bar on their collective health, stimulate the growth of vibrant, co-emergent forms of artistic and cultural expression in Africa, and build new audiences and models of participation for works produced.

With the help of key stakeholders and our partners (Vrystaat Kunstefees, PIAD and DADAA Australia) we hope that the future of FSAH will be First Nation, Black and Disability-led. Over-all FSAH is on the crux of breaking new ground in arts and health practice in Africa and we are very excited to see this breakthrough begin within central South Africa.

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3.1. CONTEXTThe FSAH Programme’s main objective of stimulating the development of the arts and health sector in South Africa is well supported by the internal situation of the programme and responsive to a gap in the sector.

3.2. INTERNAL SITUATION3.2.1. PARTNERSHIPSThe FSAH programme is situated within a bi-lateral partnership between the Vrystaat Arts Festival and DADAA (Disability in the Arts Disadvantage in the Arts), Australia supported by the Australia Council for the Arts, the Andrew W. Mellon Foundation through the PIAD (Programme for Innovation in Artform Development), a programme of the Vrystaat Arts Festival and the University of the Free State. The partnership network makes resources, professional development, mentorships and networks available to the FSAH Programme.

The partners, together with the Programme for Innovation and Artform Development (PIAD), provides access to existing and new audiences associated with them. Through these relationships, valuable cross-promotion and health-promotion opportunities become available to FSAH, including access to social media. The partnership between the Vrystaat Arts Festival and the Volksblad newspaper further extends the programme’s ability to engage state-wide audiences in dialogue about arts and health. Furthermore, printed and online media can be activated for the purpose of health promotion with the benefit of access to editorial support from Volksblad.

3.2.2. KNOWLEDGE AND SKILLSThrough the partnership network, the FSAH Programme has direct access to highly specialized skills and networks. The partnership network also makes resources and key personnel available to assist with the functioning of the programme. The establishment of the programme is monitored by DADAA, who provides financial support and mentorship based on their extensive international experience in arts and health in a variety of cultural contexts. Through

the Vrystaat Arts Festival and the PIAD, the programme has access to a wide variety of cultural production and management expertise.

A mutually beneficial relationship between the University of the Free State and FSAH Programme feeds skills and expertise from various departments and research centres into the activities of the programme. In turn, FSAH provides praxis- orientated platforms and service-learning opportunities for the university community. Via this synergetic relationship, the capacity, impact and reach of arts and health activity extends into complex communities and population groups with whom trust-based relationships have already been established. Furthermore, the relationship the programme has with the academic institution allows for the co-design and application of practice models that feed into the national ‘brains-trust’ for arts and health.

The above-mentioned generation of models and knowledge is supplemented by the ad hoc involvement of other national academic institutions, organizations and affiliates to the practice. Furthermore, international links with esteemed practitioners and establishments support the evolution and refinement of the discipline within a broader contextual framework. Often this co-creative generation of new knowledge leads to new layers of partnership activity.

3.2.3. RELATIONSHIPS AND NETWORKSThe FSAH Programme has access to local, national and international arts and health organizations, funding bodies, private sector funders, production networks in arts and culture, academic networks, public health stakeholders, community welfare advocates and also local, national and international artists and arts practitioners whose work fall under arts and health.

Various cultural and health institutions operating in the Free State have expressed their support of the programme and have contributed in kind to the success of projects.

Affiliate institutions aligned to the programme avail themselves and their networks in a reciprocal dialogue with the advancement of arts and health in South Africa as a common goal. Through programme activities and projects, FSAH continually brokers new partnerships among stakeholders, a broad range of sectors and population groups.

3.2.4. LEADERSHIPFSAH aims to grow national leadership in arts and health. The programme was instrumental in establishing a special interest group under the Public Health Association of South Africa (PHASA), for arts and health in January 2017. The purpose of the Arts and Health Special Interest Group is to establish and grow the practice among the public health sector in South Africa. Responding to a need to develop the practice nationally, this is a valuable platform to engage in national dialogue on arts and health. Furthermore, new prospects for collaboration, partnership brokering, advocacy, policymaking and the co-development of practice methodologies are made available to us, equipping FSAH to be instrumental in demonstrating the benefit of interdisciplinary involvement and investment in health communities through the arts. The interest group is chaired by the former programme manager of the FSAH Programme and reaches a national public health practitioner network.

3.2.5. FINANCIAL SITUATIONThe FSAH Programme is a non-profit programme under the partnership network that is reliant on external funders and donations. Currently, the seed funding for the programme is funnelled through the partnership network with the intention of leading the programme into an autonomous organisation in the years to come.

Philanthropic fundraising activities, together with strategic partnering across the arts and health sectors, support the financial growth strategy of the programme.

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The Keepsakery (2019).6

Home (2019).7

3.3. EXTERNAL SITUATION3.3.1. POLITICALSouth Africa has a comparatively fledgling democracy that needs to address progression on a multicultural landscape together with addressing the cultural imbalances of the past. Government has made significant strides towards realizing a vibrant and varied horizon for the arts. However, the pressure to attain holistic growth across all state functions often means that basic service delivery is prioritised overspending on the arts.

Despite supportive policies and actions from government, without entrepreneurial activity and philanthropic funds the challenges of balancing participation and excellence in the arts cannot be adequately addressed to bring the sector to its full potential. Currently there is minimal involvement of the arts in the public health agenda and governmental health structures could benefit from organisations facilitating partnerships and collaborations.

It is imperative that the programme collaborates with government. Government funders such as the National Heritage Council have helped fund a project that was beneficial to the Platfontein Community, a First Nation community in the Northern Cape. Collaboration with other Government structures could be extremely beneficial to the state of arts and health practice in South Africa. Such collaboration should, however be done without abdicating our duty of care to community.

The programme is also not exempt from the influence of increasing social unrest, where the decolonisation of knowledge and practice, increased economic participation, the abolishment of systemized exclusion and oppression, land reform and service delivery serve as discourse markers for the emerging social justice movements. This activity, together with the recent economic downgrade, has a negative impact on foreign investment that impacts the economic growth of South Africa, increases sponsorship competition and disrupts the normal functioning of institutions.

3.3.2. ECONOMICAmidst growing international interest in the participation and potential of cultural industries to drive job creation and sustainable development,1 South Africa is increasingly focusing on the creative industries to contribute to the growth of the economy. This is reflected in the Mzansi’s Golden Economy report outlining the important contribution of Arts, Culture and Heritage to the growth path for the South African economy moving forward.2 State support of this focus is also seen in the formation of the National Cultural Observatory, a public research entity supporting growth in the cultural sector. According to national government, the growth path for cultural industries includes the creation of 5 million jobs over the next 10 years. A detailed overview of national government’s objectives to support growth in the cultural sector is attached in Appendix A.

Projects and organisations implicated in this sector largely rely on civil donations, private sector sponsorship and state funding to maintain their activity. Despite government’s enthusiasm for the growth of the arts and culture sector, the current economic downturn is resulting in a reduction in non-statutory budgets and fierce competition for financial sponsorship amongst players in the non-profit sector. This directly impacts on the FSAH Programme which is positioned within this category.

The FSAH Programme has the possibility of accessing multiple market segments in the non-profit sector in South Africa. This is due to its interdisciplinary objectives intersecting both culture and health objectives. Non-profit Companies competing in the market make up a total of 14.3 % of the market, with 7 % (158 companies) working under culture and recreation and 7.3% (164 companies) operating in public health.3

3.3.3. SOCIALSouth Africa is a middle-income nation that is economically and socially divided by a complex history and legacy of apartheid, colonialism and disenfranchisement. The social positioning of the FSAH Programme

straddles both the creative industry profile and that of the health sector. The geographic location of the programme is structurally marked by a dispersed rural target population that is comparatively disconnected by poor transport links.

Participation in culture is concentrated around urban areas. Participation decreases and becomes more fractured by socio-economic positions moving into the rural population. In order of importance, the following reasons were cited in an industry survey as resulting in the lack of participation:1. Time2. Transport3. Economic Position4. Language5. Availability6. Accessibility7. Relevance

The Free State itself has a very specific creative industry profile. In addition to it being one of the few regions in the country where the population is growing (compared to a general decrease in the population in South Africa), the Public Participation in the Arts Survey 2010 by the National Arts Council of South Africa showed that of all the provinces the highest percentage of people who participated in the arts because of a growing number of events being offered was from the Free State (27% followed by 21% in Limpopo). This indicates there is a growing cultural offering in this region that is outpacing other regions in terms of community support. The Free State also has the highest number of participants (22.4%) attending events to support artists (the highest of all the provinces), indicating a significant and loyal support base for the arts, and artists.4

Complementing the social factors impacting on the FSAH Programme is the health profile of South Africa. A summary of the South Africa health profile is included in Appendix B of this document. For the programme to ensure relevance across the arts and health sectors, this data acts as a directive for projects.

3.3.4. ARTS AND HEALTH SECTORAlthough there are initiatives that impact on what is considered arts and health, these initiatives are often disconnected from each other and from the broader institutional and governmental structures, severely hampering its efficiency and their likelihood of longevity. Arts and health as a practice, isn’t necessarily a dependable niche of either the health or the arts sector, but an important aspect of a holistic approach to community health and well-being that encompasses the development and absorption of health culture, facilitates aspects of remedial social intervention, promotes accessibility and autonomy, advocates and facilitates community voice, alleviates pressure on existing structures and contributes to the transference and efficacy of health campaigning.

1. Miki, H. 2012. Measuring the Economic Contribution of Cultural Industries. UNESCO

Institute of Statistics.

2. Contribution of the Arts, Culture and Heritage Sector to the new growth path. 2012. Department

of Arts and Culture. Mzansi Global Economy. SA. Viewed 06/07/2017 <http://www.gov.za/sites/www.

gov.za/files/ mzansi%20golden%20economy%2020110411.pdf>

3. Statistics of the Non-profit Sector for South Africa. 2015. Department of Social Development. Viewed 12/08/2019 <http://www.statssa.gov. za/

publications/D04072/D040722012.pdf>

4. Public Participation in the Arts Survey. 2010. Methodology and Demographics. Viewed 12/08/2019 <http://www.nac.org.za/research/

reports/NAC%20PPS%20forWeb.pdf>

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4.1. DESCRIPTION OF PROGRAMME ACTIVITIESThe FSAH Programme, through its partnership network and affiliates, provides projects and access to funds for arts and health practitioners in South Africa. Currently, it maintains a local project focus in the Free State, but serves as a national point of contact for stakeholders. In the latter capacity the programme invests in the development of models and a common language for Southern African arts and health practice and provides support to practitioners with regards to policy, protocol, procedure, standards, risk management and strategy. It also facilitates project-based interaction between health communities, artists and CACD (Community Arts Cultural Development) practitioners, aiming to establish a robust community of arts and health practice. In order to leverage the impact of arts and health, the FSAH programme supports the development of the discourse through collaboration with research institutes in arts and health.

4.2. TARGET MARKETThe target market for the program’s projects is largely determined by the needs of the health community and continually adapts to these needs to remain relevant. Furthermore, the programme also serves the community of arts and health practitioners, stakeholders in public health, the arts, possible funders and partners. Therefore, apart from its project targets, the target market of the FSAH is not so much segmented by demographics or psychographics but rather determined by the communities we serve and the investors in said communities via the activities of the programme.

The main targets are:• Project Specific Target Health Communities

(local and national)• New and Existing Audiences

(Local, National and International)• Communities of Practice in Arts and Health

(Individuals and Organisations)• Local Arts and Cultural Gatherings

such as Festivals and Fairs• Research Institutions

• Donors and Funders• New and Existing Partners• Stakeholders in Public Health• Policy Makers and Influencers across the

Arts and the Health Sectors

4.3. POSITIONING OF THE PROGRAMMEThe FSAH Programme is positioned to funnel opportunities and resources to the emerging arts and health sector in South Africa. It is thus a point of contact between practitioners, organisations and health communities, primarily in the Free State but with national interest and an international network. Its primary endeavours being the design, coordination and implementation of community-led arts interventions impacting on health and well-being. Furthermore, the programme is sited amongst other CACD organisations in the market as a support initiative; the aim being to collaborate with stakeholders and other practicing organisations to enrich the impact of the arts in public health, without taking a direct competitive stance against other players. In doing so, the programme attempts to address the dispersed arts and health discipline in South Africa.

Characteristics of the marketing message for the programme are:• Community-led• Community Agency and Autonomy• Responsive to needs• Inclusive• Sustainable• Participation• Outcomes Driven• Historically sensitive• Local practice models• Impactful

4.4. PROMOTION STRATEGY

Public Relations Activities and AdvertisingThe FSAH Programme uses the following platforms for external communications:

Platform Activity

Summits 2 Annual summits to discuss strategy and showcase projects to communities and stakeholders.

Newsletters Newsletters as a means for practitioners and organisations to connect with each other and the public.

Conferences Participation in conferences across health and the art sectors.

Press Releases Make use of newspaper platforms to inform the public about activity and projects.

Radio Utilise community radio to inform the public about activity and projects.

Networking Platforms

Employ online networking platforms to harvest skills to support activities.

Professional Associations

Representation of the programme and its activities at professional associations across the arts and health sectors.

E-group Facilitate virtual discussions between practitioners

Database Direct marketing to individuals on the programme database

Website Archive and showcase projects on programme website. Use as a means to gather donations.

Social Media "Activate the brand, disseminate information, grow the database and showcase activities using: Facebook, Twitter, Instagram and YouTube”

Crowd-Funding Platforms

Crowd funding projects on crowd-funding platforms.

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5.1. GOALS AND KPISGoal KPIs Current 2020 2021 2022 2023 2024

1. To Activate Platforms, Engage Audiences and Invest in Health Communities

Value of FSAH’s annual investment into Free State Health population groups

R155 000,00 R250 000,00 R400 000,00 R500 000,00 R830 000,00 R950 000,00

Number of annual Arts and Health intervention projects by FSAH

4 Projects 5 Projects 7 Projects 10 Projects 15 Projects 25 Projects

Annual number of Newsletters 1 Newsletter 2 Newsletters 3 Newsletters 4 Newsletters 4 Newsletters 4 Newsletters

Level of annual audience reach 10 000 people reached

20 000 people reached





Number of health population consumers and groups participating in FSAH’s annual programs

4 Health Populations






Level of annual growth in social media followers and social media audience engagement

35% in social media following from previous year






Number of community stories translated into projects annually

4 Different Health Community narratives engaged with






Number of new partnership activities developed annually through FSAH

1 Partnership Activity

3 Partnership Activities





Number of new partners investing in FSAH One Two Three Four Five Six

2. To Expand the Programme Capacity, Access Grants and Secure Funding

Number of new partnership activities developed annually through FSAH

1 Partnership Activity






Number of new partners investing in FSAH One Two Three Four Five Six

Number of artists training, participation and employment outcomes resulting from the Project

3 Workshops4 Projects






Number of Arts and Health Coordinators Engaged in Health Community

– – 1 Project Coordinator

2 Project Coordinator



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2. (Continued) Number of Programme Administrators Employed

– – – – 1 Programme Administrator

1 Programme Administrator

Number of Programme Administrators Employed

– – – – 1 Programme Administrator

1 Programme Administrator

3. To Build the Practitioner Network, Knowledge Trust, Skills and Develop Resources

Number of co-devised Arts and Health resources developed e.g.: SA Arts and Health Protocols, Policies, artist training programs

3 Resources 4 Resources 4 Resources 5 Resources 5 Resources 5 Resources

Number of participants annually engaged in FSAH Summits and Mini Summits

– 20 Participants 30 Participants 40 Participants 50 Participants 60 Participants

Number of critical debates arising out of the FSAH’s annual program

– 1 Debate/ Conference/ Summit

2 Debates/ Conferences/ Summits




Number of Project Evaluations and Assessments

3 Assessments 5 Assessments 6 Assessments 7 Assessments 8 Assessments 10 Assessments

4. To Provide Governance and Develop Policy

Number of Public Health Association Memberships

1 Member 1 Member 1 Member 1 Member 2 Member 2 Member

Number of SA Government partners annually engaged within the programme

1 Partner 2 Partners 3 Partners 4 Partners 4 Partners 4 Partners

Stretch Goals

1. To position an Arts and Health Coordinator in each of the 9 provinces in South Africa by 2025

Appoint Additional Project Coordinators – – – 2 Appointments (1 in each province)

3 Appointments (1 in each province)

4 Appointments (1 in each province)

Secure Operational Costs – – – R220 000,00 R440 000,00R660 000,00

2. To run annual arts and health projects in South Africa

Number of annual Arts and Health intervention projects in South Africa

– – – 15 Annual Projects

25 Annual Projects

45 Annual Projects

Secure Additional Project Funds – – – R500 000,00 R1 000 000,00 R1 500 000,00

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6.1. ARTS AND HEALTH SUMMITSIn response to the need for greater connectivity amongst organisations, individuals, stakeholders and practitioners within the arts and health community, the FSAH Programme continues its investment in creating links to support the practice. The strategy to address this was set by the first Arts and Health Summit in January 2017, where delegates drafted an action plan that links disparate practices to foster dialogue and collaboration.

During the summit, participants had the opportunity to extend the practice network, identify stakeholders, present projects, engage in dialogue that stimulate cross-pollination, plan collaborative projects, engage in reciprocal capacity building, transfer skills and co-develop the strategy for FSAH.

The second Arts and health Summit which took place in July 2018, celebrated the diverse interdisciplinary practices that make up the practice landscape and created spaces for critical discourse supporting the growth of the practice. The summit, which was supported by DADAA Australia and the Australian High Commission, ran concurrent to the Vrystaat Arts Festival and aimed to stimulate dialogue and collaboration among culture and health stakeholders in South Africa. Artists, researchers, and practitioners whose work has bearing on the overlap between the creative arts and public health used this platform to showcase cultural participation in the public health agenda and strategized pathways towards meaningful impact through inclusive practice models.

6.2. ARTS AND HEALTH NEWSLETTERThe FSAH Programme compiles a newsletter for the practice of arts and health in South Africa. This newsletter serves as a platform for artists, practitioners, researchers, writers and organisations whose activity fall in the overlap between arts and health. The newsletter publishes engaging content about activities that interact with health communities, advocate in favour of well-being or directly

engage audiences with issues concerning the development of community health narratives.

The newsletter addresses the need to create links between the disconnected arts and health practices in South Africa in order to grow the practice and connect to audiences. With this we also aim to increase the agency of the arts in the health sector, open avenues for collaboration and collectively activate and raise the level of the local arts and health discourse.

6.3. E-GROUPSThe purpose of our e-group is to stimulate debate around issues impacting on practitioners and to create a point of national convergence. Furthermore, the e-groups supports the participatory action research methodology used by FSAH to develop local models of practice that are open to being used by whoever needs them.

6.4. PLATFONTEIN PRINT PORTFOLIO I AND II (ONS KOM VANAF ONS STORIES / WE COME FROM OUR STORIES)Platfontein is the residence of the !Xun and Khwe people, first-nation inhabits from Southern Africa. FSAH initiated a youth print-project, in partnership with the William Humphreys Arts Gallery and the Isibindi Youth Centre. Thirteen young artists translated traditional narratives into linocut editions during April of 2017. The print portfolio titled Ons Kom Vanaf Ons Stories was placed on sale and 21% of the prints where sold by the end of 2017, before the prints were handed over to the artists. All proceeds from sales were funnelled back to the Platfontein artists to support their continued growth as voices from the next generation.

At the end of 2018 the National Heritage Council supported a continuation of the project and planning for the second print portfolio began. During the course of the project, young artists engaged in dialogue with their elders who shared some of the stories that have been passed down for generations in the oratory tradition of the !Xun and Khwe. The project allowed young artists to

act as agents between the generations of their community in a manner that reaffirmed their rich cultural heritage.

The artworks were the product of a community art cultural development process that contributed to the resumption of tribal pride and cultural agency among the participating artists. For the youth from here, traditional folklore contends for assimilation with surrounding master narratives that are alien to them. For many of the project participants it was the first time that they have heard the stories that these artworks share with us.

6.5. PARALLEL TO PANDEMIC (#WRAPITUP)The FSAH Programme, in partnership with the Programme for Innovation and Artform Development (PIAD), invited eight emerging artists to participate in an upcoming public art project that ran during the annual Vrystaat Arts Festival in July 2017. The project increased the participation of artists in the health community of the Free State through supporting the agenda of public health. In the spirit of continued solidarity in the fight against HIV/AIDS, artists produced artworks that speak to the multi-layered psychosocial implications of actualising as Africans parallel to pandemic. The artworks will fronted a testing, information and condom distribution campaign.

6.6. SECRETEBuilding on the programme’s support of local literary talent through projects like #WrapItUp, Secrete, was a slam poetry event hosted by the FSAH Programme in May 2017. Bloemfontein resident spoken word poets were tasked to respond to issues pertaining to community health through poetry.

6.7. COMMUNITY LAND-ART GARDENFSAH in partnership with Programme for Innovation and Artform Development (PIAD) and Lesedi Multipurpose Community Development Village, which is directed by Mary Mofama along with other environmental sustainability stakeholders, created a permaculture art garden in Roodewal.

This project serves as an educational tool and model whereby subsistence food security skills that are tailored to the local environment can be transferred to the community. The garden also serves as a public artwork, dedicated to those affected and infected by HIV and AIDS. Lead artists Claire Roussel and Zayaan Khan, developed the art garden with inclusive practice models alongside Mary Mofama that runs and coordinates its management.

6.8. SEX TALK POSITIVENosana Sondiyazi is a project manager, creative arts facilitator, blogger, talk host, digital artist and director of PHYSICALDIVINE. Sondiyazi conceptualised the popular talk-show format, Sex Talk. The talk show was made up of an HIV positive panel who discussed the influence the diagnosis had on their lives and their identity, thus to normalise the stigmatised condition in the Free State.

6.9. BEYOND 2024/2025Once these goals have been achieved and the trajectory as described within this section of the business plan has been accomplished, FSAH aims to expand its activity systematically into the rest of the African continent. The aim being to move towards establishing a Southern-African Arts and Health organisation.

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7.1. PROGRAMME OPPORTUNITIES2020 2021 2022 2023 2024

Arts and Health Talks and Dialogues R20 000,00 R25 000,00 R35 000,00 R50 000,00 R75 000,00

Free State Arts and Health Summits (Biannual) – R120 000,00 – R200 000,00 –

Mini Arts and Health Summits R20 000,00 – R75 000,00 R45 000,00 R125 000,00

Platfontein Project R150 000,00 R180 000,00 R250 000,00 R350 000,00 R450 000,00

Literature and Health Projects R20 000,00 R25 000,00 R35 000,00 R50 000,00 R100 000,00

Promotional Arts and Health Projects R30 000,00 R50 000,00 R75 000,00 R100 000,00 R150 000,00

Workshops and Training R20 000,00 R30 000,00 R50 000,00 R60 000,00 R75 000,00

Total R260 000,00 R430 000,00 R520 000,00 R855 000,00 R975 000,00

Left:David Doyle, CEO DADAA Australia, Arts and Health Summit Bloemfontein (2018).Right: Sex Talks (2017).

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8.2. RISK MANAGEMENT PLANRisk Probability Impact Risk rating Mitigation

External risks

Funding not secured Possible Major Extreme Continue development of partnerships, alternative funding and revenue streams.

Economic downturn Likely Moderate High Provide flexible ticketing options to patrons.

Venue not available Unlikely Major High Develop relationships with multiple venues.

Lack of participantsUnlikely Moderate Moderate

Work closely with change agents in health communities to identify individuals who are passionate about the project.

Artistic risks

Quality of artist works do not meet the arts and health’s requirements

Unlikely Minor LowResearch artist previous experience to ensure high artwork standards.

Diversity of participants limitedPossible Moderate High

Ensure use of differing community change agents from differing narratives to ensure diversity. Use Artists which understand these narratives.

Financial risks

Rising core and production cost Possible Moderate High Diligent and realistic budgeting.

Loss of sponsorship Possible Moderate High Prospect a broad range of possible sponsors.

Inability to meet budgets Likely Major Extreme Constant monitoring of budget. Adjust to actual financial circumstances.

Management and operational risks

Job dissatisfaction Rare Moderate Moderate Clearly defined job descriptions.

Loss of information Unlikely Major High Annual review of IT systems and following best practise in archiving.

8.1. RISK RATINGLikelihood Insignificant Minor Moderate Major Catastrophic

Almost certain High High Extreme Extreme Extreme

Likely Moderate High High Extreme Extreme

Possible Low Moderate High Extreme Extreme

Unlikely Low Low Moderate High Extreme

Rare Low Low Moderate High High

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S 9.1. STRENGTHS1. The programme is associated with brands with already

established equity. (DADAA, PIAD, Vrystaat Arts Festival).2. There is a deficit in arts and health practice and

organisations, which translates too little sector competition.

3. DADAA resources and experience in Arts and Health made available through knowledge sharing, professional development, networking and communication support.

4. Through its network the programme has access to community leaders in target health communities.

5. The programme has a large scope of stakeholders and potential partners.

6. Through the partnership network seed funding is secured to grow the programme into an organization.

7. The FSAH Programme has a solid network of relationships locally, nationally and internationally.

8. Fervid and skilled key personnel.9. The program can access artists, platforms and marketing

through and during the Vrystaat Arts Festival, University of the Free State and PIAD.

10. The programme has a sturdy policy of governance in place.

11. The protocol of the programme is rooted within a progressive policy and ethics.

9.2. WEAKNESSES1. Arts and health is relatively unknown in South Africa and

the programme’s brand has not gained competitive equity.2. The programme currently has a limited buy-in and ties

with Government.3. The programme has limited capacity and resources for

new projects and rapid programme growth.4. The programme is geographically isolated and

disconnected from the majority of national stakeholders and artists.

5. Skills gap in arts and health in South Africa and no formal education supporting the practice.

6. The FSAH Programme has a different mandate and policy governing our relationships that that of our partners; the possibility of a transfer of brand positions on the programme exists.

7. Limited visual literacy, visual art infrastructure and stakeholders in the Free State.

8. The disconnected current state of arts and health practice in South Africa.

9. Unrealized potential of arts media in the Free State deferring deepening literacy in the arts, limiting quality of public relations opportunities and critical engagement between the public and the producers of culture.

9.3. OPPORTUNITIES1. The opportunity to form an organization that links the

dispersed arts and health practice in South Africa.2. Creating more cohesion amongst the arts and health

practices in South Africa affords opportunities for knowledge sharing and collaboration with other organizations working in CACD.

3. The ability to make a significant contribution to the development of protocols, models and language around arts and health in South Africa.

4. Opportunity to fill the current health campaigning gap.5. To facilitate professional development and skills

transferal opportunities in arts and health.6. The opportunity to grow platforms and resources for

practitioners in arts and health.7. The ability to collaborate with communities in South

Africa to grow health agency and autonomy.8. The opportunity of involving arts and health practitioners

to participate in health advocacy and policymaking.9. The opportunity to access a wide network of

stakeholders, funding streams and potential partners locally and internationally.

10. Opportunity to contribute to the advancement of First Nation arts and culture in South Africa.

11. Opportunity to facilitate interaction between indigenous medicine and western practice.

12. The ability to create employment in arts and health for artists and practitioners.

13. The ability to leverage the FSAH brand equity through esteemed partners and affiliates.

9.4. THREATS1. In the current economic climate together with a

significant funder focus shift, uncompetitive or inadaptable organizations struggle to survive amidst stiff competition for funds.

2. Amidst economic uncertainty, new organizations could be seen as a threat, having a negative impact on communication and collaboration.

3. The mandates of partners could be confused with that of the programme. The possibility also exists of partner brands overshadowing the FSAH brand.

4. The recent economic downturn impacts negatively on artists and production support companies’ ability to deliver or be available.

5. Arts and health is a relatively unknown practice in South Africa, especially in the arts.

6. Arts and health lacks a common language in South Africa that adds to the disconnect between practitioners.

7 The programme functions in a conservative society that is uncomfortable with discussing health issues in public.

8. The partner institutions like the UFS and Vrystaat Arts Festival is often seen as exclusive and elitist.

9. The escalation in political, economic and social unrest together with fiscal and administration issues in national health increases the risk profile of projects run by the FSAH Programme.

10. The limited capacity of the program hampers the programme’s ability to deliver on its offer whilst managing larger funding allocation

11. The programme is geographically isolated from possible partners, funders and arts and health practitioners, limiting scope of activity or making it costly.

12. Health campaigning fatigue.13. The arts have certain class and power signifiers

embedded in the perception of the community that needs to be navigated.

14. Arts and health is currently a small sector, with little funds available for sustainable practice for artists who wish to solely work in arts and health.

Die Portret (2019).14

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APPENDIX: A National governmental objectives to support growth in the cultural sector (2017):

1. Identifying areas where employment creation is possible on a large scale as a result of substantial changes in conditions in South Africa and globally.

2. Developing a policy package to facilitate employment creation in these areas, above all through: a: A comprehensive drive to enhance both social equity and competitiveness b: Systemic changes to mobilise domestic investment around activities that can create sustainable employment c: Strong social dialogue to focus all stakeholders on encouraging growth in employment-creating activities

3. Tourism and other high level services are identified as a priority area to create jobs, through a series of partnerships between the state and the private sector. The cultural and creative industries will contribution to the creation of jobs in this priority area.

4. The strategy and proposed interventions of the Department of Arts and Culture to develop the creative and cultural industries focus on: a: General continuity and introduction of newinitiatives, as far as possible recognising, building on, expanding and scaling-up significantly existing initiatives. b: Identification and development of talent through ensuring appropriate skills development to develop excellence in the arts, culture and heritage sector. c: Facilitating expansion and growth of existing initiatives in the culture and creative industries to create large scale and high impact programmes, maximizing the growth and employment potential of the sector. d: Expansion and co-ordination of supply and demand in the sector. e: Enhancement of existing production and creation of new business opportunities to match demand. f: Monitoring and evaluation to guide investment and co-ordination of current and future resources for the sector.5

APPENDIX: B he World Health Organization Profiles South African’s Health Profile as follow:

1. Average Life Expectancy of 62.5 years in 2015 (+/- 10% increase since 2005).

2. Estimated national HIV prevalence of 17.3% of the population (No decline since 2005).

3. The highest tuberculosis instance in the world (834 infections per 100 000 people) with a treatment success rate of 78%.

4. High prevalence of HPV (Human Papilloma Virus).

5. Comparatively high neo-natal and maternal morbidity and mortality.

6. 40% of mortality ascribed to premature, non-communicable conditions.

7. 9% Mortality related to accidents and violence.

8. Significant substance abuse problems contributing to interpersonal and domestic violence, sexual assault and road traffic injuries, with alcohol abuse rating third in threats to public health.

9. Highest tobacco use statistics on the continent of 16.2 %.

10. Population is polarized between starvation and obesity. With 25% prevalence rate of obesity and 50% + of South African being overweight.6

5 Contribution of the Arts, Culture and Heritage Sector to the new growth path. 2012. Department

of Arts and Culture. Mzansi Global Economy. SA. Viewed 06/07/2017<http://www.gov.za/sites/www.

gov.za/files/ mzansi%20golden%20economy%2020110411.pdf>

6. World Health Organization. 2017. World Health Organisation. South Africa: Country Health Profile.

Viewed 16/08/2019 <https://www.afro.who.int/countries/south-africa>

15 Parallel to Pandemic Condom Campaign (#Wrapitup) (2016).

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APPENDIX: C – PARTNERSHIP NETWORK 1. DADAA:DADAA is a not-for-profit community arts and cultural development organisation. Based in Fremantle (Australia), they have been a catalyst for the development of an inclusive approach to the arts and culture of Western Australia for the past 20 years. DADAA is a not-for-profit community arts and cultural development organisation. They have been a catalyst for the development of an inclusive approach to the arts and culture of Western Australia for the past 20 years.

DADAA provides international platforms, financial support and mentorship support to FSAH. Furthermore, DADAA is actively involved in the professional development functions of the programme and makes their network available to support it.

2. VRYSTAAT ARTS FESTIVAL:The Vrystaat Arts Festival contributes to the exchange of ideas around art, culture, and society through connections with other national and international creative communities. Its vision is centred on the principle of ‘One festival, many stories,’ and its mission is to support the development and presentation of great art in the Free State for all: bringing people together, supporting great art, developing artists and audiences, driving innovation, and playing on the world stage.

Several initiatives (in addition to the main festival consisting of theatre, visual arts, and music) were identified as priorities, including the Programme for Innovation in Artform Development (PIAD), an international literature festival for central South Africa, a fringe festival (Vrynge) for emerging artists, significant public art interventions, an Arts and health programme, and a Pan-African Creative Exchange (PACE).

Collectively, these initiatives aim to increase the creative industries’ footprint in the Free State, create employment opportunities for South Africans, and situate Bloemfontein as one of the key creative hubs of Africa.

The Vrystaat Arts Festival in one of our key strategic partners, in a bilateral partnership with DADAA who provides resources, mentorship, networking support, platforms and seed funding to FSAH.

3. UNIVERSITY OF THE FREE STATE:The University of the Free State is a multi-campus public university in Bloemfontein. The university supports several endeavours of the FSAH Programme by contributing access to its professional networks, brain trust and expertise across numerous departments and disciplines. The following departments have played a significant role in the success of the programme.

4. DEPARTMENT OF COMMUNITY ENGAGEMENT:The Department of Community Engagement “demonstrates social responsibility and make[s] available expertise and infrastructure for community service programmes in the commitment towards common good.” They promote and develop social responsibility and awareness among students, and enhance the role of higher education in social and economic development through community service programmes.7

5. UFS GALLERY:The UFS Gallery archives various prominent South African artworks in several galleries on campus. The collection is significant for archiving our South African cultural heritage and our unique cultural and historical identity. It has, for the past three decades, hosted numerous national and international art exhibitions, student exhibitions, and social justice programmes.8

6. DEPARTMENT OF COMMUNITY HEALTH:The Department of Community Health serves the community as our patients through service delivery, training and research in the field of communicable and non- communicable disease, epidemiology, occupational and environmental health. The department contributes to healthy local, provincial, and national populations, in which all sectors of society contribute to health in the light of public knowledge and available resources.9

7. KOVSIE HEALTH:Kovsie Health is the colloquial name of the Health and Wellness Center of the University of the Free State. They provide health services to staff and students. Aspiring to be an international centre of excellence in holistic student population health, they provide innovative approaches to campus health service delivery. The department is divided into three main subdivisions that focus on Wellbeing, HIV/AIDS and Health.

8. PROGRAMME FOR INNOVATION IN ARTFORM DEVELOPMENT (PIAD)The Programme for Innovation in Artform Development (PIAD) is an initiative developed by the Vrystaat Arts Festival and the University of the Free State (UFS), focusing on how technology, interdisciplinary, and experimental arts can connect with and have an impact.

7. University of the Free State. 2000-2019. University of the Free State. Department of Community Engagement. Viewed 16/08/2019 <https://

www. ufs.ac.za/supportservices/departments/ community-engagement-home>

8. University of the Free State. 2000-2019. University of the Free State. Stegmann Art Gallery. Viewed

16/08/2019 <https:// www.ufs.ac.za/visitors/visitors-centre/general/ visitor-attractions>

9. University of the Free State. 2000-2019. University of the Free State. Department of Community

Engagement. Viewed 16/08/2019 <https://www. ufs.ac.za/health/departments-and-divisions/

community-health-home>

16

THANK YOUDR RICARDO PEACH: [email protected] 404 7715

REA MOKONE: Free State Arts and Health Progamme [email protected] 404 7647

GEORGINA THOMSON: Marketing and Development [email protected] 404 7947

Meraka at the Art Garden Project, Roodewal (2019).

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BUSINESS PLAN 2020 – 2024