Although the ACD Directory focuses principally on performing arts, all artforms can be (and are) used to contribute to development and social change.

ARTS AND CULTURE:

• Are essential elements of the identity of both the individual and the community. Exercising and enjoying one’s right to cultural expression can improve self-esteem, empowerment and community cohesion.
• Can communicate and explore complex ideas and concepts (issues such as rights and equality) often in non-linguistic ways, overcoming language (including jargon) and literacy barriers.
• Stimulate imaginative thinking and creative problem-solving.
• Are a safe place to explore dangerous things. The realm of fiction, metaphor and image allows participants to explore difficult and real questions (often relating to their own personal experience) in a safe, ‘fictional’ environment.
• Reach not just to the intellect but also to the human ability to empathise, to put ourselves in someone else’s shoes and understand their concerns and needs from their point of view.
• Offer excluded or marginalised communities an opportunity to be visible and to have a voice, whether in relation to the broader community or in relation to policy and decision-makers.

Whilst there are many approaches to ACD, they can be broadly divided into three types:

• Conveying information or a ‘message’
• Directly exploring issues with stakeholder communities through participatory arts activity
• Indirectly addressing issues through working with marginalized groups.

These approaches are not mutually exclusive and projects can involve elements of all three. Which is most appropriate will depend on the social, political and environmental context of the project; the particular social change goal you are hoping to achieve; and the size and type of stakeholder group(s) you are working with.

• Conveying information or a ‘message’
  An example might be a professional street theatre performance or a radio soap opera which deals with a controversial sexual health issue.
  
  With this approach, the public performance or exhibition is paramount. It is generally performed by professional practitioners and can reach a large number of people (hundreds or thousands), particularly through the medium of film, video or radio. The focus is usually upon conveying a message either to change a general attitude or to encourage a specific change of behaviour.
  
  
• Directly exploring issues with stakeholder communities through participatory arts activity
  An example might be a theatre project bringing together asylum seekers and host communities to explore the reasons for and possible solutions to tensions between them.
  
  This approach involves communities as participants in the process, usually facilitated by professional practitioners. The process is paramount and directly addresses a specific issue through creative exploration (e.g. drama role play). This usually involves a smaller group of people (perhaps 5-30 depending on their needs and the number of practitioners). The advantage of this participatory approach is that the issues and, most importantly, the solutions are identified by the participating community and are therefore more likely to be sustained.
  
  
• Indirectly addressing issues through working with marginalised groups
  An example might be a dance project in a prison which does not explicitly explore an issue, but which promotes self-esteem and creative problem solving amongst prisoners leading to lower rates of crime and to a change of attitude or policy amongst prison staff and policy-makers.
  
  This approach involves communities as participants in the process of creating and presenting a performance or artwork, facilitated by professional practitioners.
  
  As well as developing new creative and communication skills, an important objective is to raise participants’ self-esteem by helping them to go beyond what they thought themselves capable of. This is particularly relevant for communities who are perceived (or perceive themselves) to be of a lower status within society. With this approach the process and the exhibition are both important as the final performance is a demonstration, to both the participants and the broader community, of what they have achieved.

ACD work meets one of the British Council’s strategic objectives

“To promote the UK overseas as a committed partner in tackling key reform agendas and promoting sustainable development.”

In its Arts and Governance Departments the British Council has a unique ACD resource

The Arts Division creates and consolidates cross-cultural links and partnerships by organising over 3000 arts events every year worldwide, including residencies, workshops and exchanges. The Governance Team works in partnership overseas with both government and civil society to advance debate, knowledge and skills in the areas of governance, human rights and social inclusion.

Different strategies in different countries

It is important that, in those countries where the British Council aims to engage in ACD, there is a clear knowledge of the existing development and ACD contexts so that any British Council activity is complementary and adds value. It may be that actual ACD project work is not relevant and that the British Council might be more effective in other ways such as:

• Supporting existing practitioners and agencies through training, skills exchange and networks
• Advocating an ACD approach to governments, government agencies and NGOs
• Setting up partnerships between artists, communities and development bodies

Whatever the nature of the British Council’s ACD work within any particular country, the emphasis should be upon long-term and developing partnerships. Development, like cultural relations, is a continuous process of action, reflection, learning and further action.

For the British Council, ACD activity offers an opportunity to work with some of the many leading UK community artists, to add an innovative and exciting strand to its arts and governance portfolios and to raise the profile of the arts as a vital component in a healthy society. It is a real opportunity to make lasting and impactful partnerships at all levels and to demonstrate Britain’s respect for and commitment to host communities.