LIFEWTR, a brand committed to advancing and showcasing the sources of creativity and inspiring the next generation of artists, earlier this year announced it was championing Arts in Education as its fourth design series. While arts education has a significant impact on students beyond self-expression, it is increasingly disappearing from schools. 80 percent of school districts report cuts to art programs since 2008 and student creativity scores have started dropping over the past two to three decades2. Highlighting the importance of arts education, LIFEWTR Series 4 will showcase the works of three young artists who demonstrate the far-reaching impact and positive influence that art has had on their lives.
To further its commitment to advancing Arts in Education, LIFEWTR is announcing the following:
- Classroom Kits with Scholastic Inc.: LIFEWTR has teamed up with Scholastic, the global children’s publishing, education and media company, to make LIFEWTR classroom kits available to art educators in grades 7-12. Curated by LIFEWTR Series 4 artists, the kits include stickers, collage paper, a classroom poster with teaching instructions and stencils. Teachers across the nation will be able to access a request form for a mailed kit, as well as downloadable versions of all the kit components, additional art lesson plans, and activities at Scholastic.com/InspireArt. In addition, teachers can enter a sweepstakes for a chance to win a classroom visit from one of the LIFEWTR Series 4 artists to talk about how art has positively impacted their lives and teach a live class to the students in their own unique discipline and craft. (Sweepstakes is open to teachers in the 50 U.S. states and DC.) Scholastic Art magazine subscribers will also receive a poster teaching guide with lessons in the January issue.
- LIFEWTR x SundanceTV HQ: From Jan. 19-24, LIFEWTR partnered with SundanceTV to showcase emerging artists and their artwork at the SundanceTV HQ during the Sundance Film Festival in Park City, Utah. On Jan. 20, the brand hosted an Arts in Education panel, featuring a cast of special guests discussing their passion for the arts, joined by LIFEWTR Series 4 artist KRIVVY.
“As a brand that exists to advance and showcase the sources of creativity, we believe that art plays an integral role in reaching one’s creative potential – and recent studies suggest this as well,” said Todd Kaplan, Vice President, Water Portfolio – PepsiCo North America Beverages. “We are proud to underscore the importance of Arts in Education as our next LIFEWTR series by showcasing the work of three talented artists whose pursuit of a bright future has become possible through their participation in arts education programs. We are excited to share their amazing stories and continue to inspire others by featuring their work on LIFEWTR bottles.”
Since LIFEWTR was introduced one year ago, the brand has highlighted 10 emerging artists spanning various categories including Public Art (Series 1), Women in Art (Series 2) and Emerging Fashion Designers (Series 3), providing them with global visibility on more than 107 million bottles and unique access to opportunities to further their careers. Series 4 features another group of talented artists who found inspiration in art and are coming together around a new culturally relevant theme: Arts in Education.
Series 4 Artists
Series 4 designs feature artwork from the following artists, each successful products of arts education programs for underserved youth in their communities.
- KRIVVY – Toronto: Art has always been a safe haven for KRIVVY and helped her through challenging upbringings. At age 15, she was funded by CUE, a grassroots initiative dedicated to providing accessible funding for young artists who live and work on the margins. Today, through her artwork, KRIVVY is able to support herself and lead a life she wouldn’t have thought possible.
- Luis Gonzalez – Boston: For Luis, art is more than just a mode of self-expression, it’s the reason he has stayed in school despite struggles. Inspired by high school art teacher and mentor, Luis negotiated extra time in the art studio to stay in school and off the streets. Today, Luis hopes to incorporate art into his professional career and teach other youth that art can open doors – as it did for him.
- David Lee – Los Angeles: David credits art for helping him get through the darkest moments of his life. At the advice of a middle school mentor, David was introduced to Inner-City Arts, a non-profit organization providing free arts workshops for students in the Los Angeles area. Years later, David still attends workshops at Inner-City Arts, and is now the first in his family to go to college.
The cornerstone of the campaign is a film which illustrates the problem we are facing as a society when arts and creativity are not supported past second grade. The video piece marks the launch of a wider rallying cry to #BringArtBackToSchools and a commitment to put art back in hands of one million students nationwide over the next year through curated curriculum and the distribution of art supplies. Consumers can get involved and help #BringArtBackToSchools in their area by sharing their story, zip code and #BringArtBackToSchools @LIFEWTR on Twitter and LIFEWTR will send art supply kits to select schools.
LIFEWTR has enlisted the help of prominent artist, actress and mother Lucy Liu to help raise awareness of the importance of arts in education. As a product of the New York City public school system, Lucy credits her artistic side to what she learned in school, which is one of the reasons she partnered with LIFEWTR to help support arts in education and #BringArtBackToSchools. On Friday, March 23, she visited a sixth grade art class at a New York City public school where she discussed the importance of arts in education, talked about her passion for art, conducted an art project and dropped off LIFEWTR art supply kits.
