BeckoningForChange is committed to connecting and convening like minds and hearts across the social divides by running a plumb line from the rare air of artistic expression and meaning at its most liberated and abstract to the everyday lives of local communities of interest. We believe that to change anything through creativity and the arts we have to strategically connect the three principals in a way that can be meaningful for the artists, the people and the brands who might benefit from the collaboration. This project and its ambition are shaped by three core beliefs:

• That business needs help to unlock its ability to use arts and culture meaningfully, not just as part of its CSR programme but as part of their brand story and culture from the inside out and the ground up.

• That artists need help to realize their visions and ideas in real time in the real world far, far away from the glittering halls and emollient characters of galleries and boardrooms that normally court them.

• That the exquisite collision of connectivity, sharing, causes and transformation occurring in the democratized spaces of the social networks creates the perfect environment in which to make the first two a reality.

We believe that abstract expression should be rooted in the communities to serve them best.