Kiasma is the museum of contemporary art in Helsinki. During its history it has stirred all sorts of emotions. Early in 2010 the new director was not convincing, one exhibition was cancelled and Kiasma’s spending became an issue. We decided to use the debate to our advantage in our campaign. The'Make a better one yourself, then' campaign invited people to download their contemporary artworks to a web gallery. People voted for their favourites on Facebook and the winner got his piece of art added to Kiasma’s collection.

We wanted to extend our target group and show that it is fun and easy to make, watch and comment on contemporary art.

We opened the "Make a better one yourself, then" web gallery where anyone could upload their own contemporary artworks. We posted the text "Make a better one yourself, then" all over the immense wall of the museum. We also started an outdoor media campaign where we used the real critiques by real people in headlines and tagged the posters with our "Make a better one yourself, then" message.

To help the new artists we also launched "Make a better one yourself, then" artists' kits.

We hoped to receive a hundred pieces for the web gallery and ten thousand visitors to the site. We got 599 pieces of art, over 30.000 visitors on the site, with over a million page downloads and an average of six minutes spent on the web site.

The campaign received huge attention in the media as well. People were talking positively about Kiasma and contemporary art again.