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