National Conference on Reconciliation, Multiculturalism,Immigration and Human Rights

Mr Lee Christofis
Coordinator, Multicultural Arts Marketing Ambassadors Strategy

Diplomatic Strategies for Inviting Diverse Audiences into the Mainstream Arts

The Multicultural Arts Marketing Ambassadors Strategy, MAMAS, a joint project of Multicultural Arts Victoria and the School of Creative Arts - VCA, is designed to stimulate engagement between culturally and linguistically diverse audiences and mainstream arts organisations. After intensive industry-based training and rigorous selection, three bilingual, bicultural Ambassadors are undertaking internships with The Australian Ballet, Playbox and Victorian Arts Centre to raise cultural awareness amongst staff, to develop culturally-informed marketing strategies and contribute to inclusive programming options. MAMAS is committed to the increased representation of all Australians of diverse backgrounds amongst mainstream arts organisations as both audiences and artists.

Dance and theatre critic, pedagogue and writer of diversity and anti-racist curricula, Lee Christofis is the author and coordinator of the innovative MAMAS Audience Development project funded by the Australia Council. This is Lee's second VCA project following a College-wide survey on attitudes to cultural and linguistic diversity.

Presentation Type
30 min paper

University of Technology, Sydney, 1-2 December 2000

Papers & Workshops