The Toronto Outdoor Art Fair (TOAF) has been happening every second weekend in July since 1961, rain or shine, in the heart of downtown Toronto. Social Distancing wasn't going to prevent Canada's leading contemporary outdoor art fair from supporting their artists and art lovers that would otherwise flock to Toronto. All over the world, people can virtually attend 10 days of Art, Awards, and other virtual events at TOAF's First Online Art Fair, July 2–12.
But this article isn't about their online art fair alone. TOAF created a dual-initiative response to COVID, a meaningful and impacting gesture to not only realistically support their 300+ participating artists but also spread the joy of art to the healthcare workers in their city.
"In this time of crisis, we felt that a gift of art could bring real joy and excitement to members of our community who are keeping us safe and allowing us to continue doing our work. Gifts of Heart is a way for our many devoted Fair-goers and art lovers to join us in doing something truly special for our artists, while honouring those frontline essential workers to whom we owe so much. So far we have had a wonderful reaction to the Gifts of Heart Program and raised $10,000 in the first week - that’s 40 gift cards for frontline workers already," Anahita Azrahimi, Executive & Creative Director, TOAF.
100% of the money raised goes directly to the artists while frontline healthcare workers will be able enjoy a 'gift card' to spend at the Online Art Fair! It's a beautiful win-win to help artists while showing the endearing love and appreciation we all feel for healthcare workers during this pandemic.
If TOAF reaches their goal to raise $100,000, they will be able to offer gifts to 400 frontline workers. This will also provide an income of $100,000 for their participating artists. The healthcare workers gifted will be able to shop for artwork at the online fair through the TOAF website.
"There will be a wonderful selection of paintings, photography, drawing, jewelery, ceramics, and so much more around the $250 price range for them to choose from," Azrahimi explains.
These days, we look for the helpers, the heroes and the initiatives which bring joy and positivity to those who need it most. We hope when we look back at this era in our lives, these are the stories we remember. To date, there is one month left to help TOAF reach their goal. If you are able, we invite you to donate.
Go to https://torontooutdoor.art/donate/gifts-of-heart & make a tax-deductible donation today.