April 6, 2016

Our Town
National Endowment for the Arts
an independent Federal Agency
1100 Pennsylvania Avenue NW
Washington, DC 20506.
Dear Our Town Grant Program,
My name is Abdullah Alshaddi and I am a student at Avila University working on a
community service project. I am working with American embassy to propose this grant
request to the Our Town grant program, in hopes that Americans will support their allies
during crises. We are respectfully requesting a grant in the amount of $250,000 for the
Graffiti Saudi Art Contest (GSAS) in the capital of Saudi Arabia, Riyadh.
Our goal is to help people in Saudi to get over their fear and depression through art. Also,
is to show the hidden talent of graffiti painting in Saudi Arabia. This contest is going to
be the first of its kind in Saudi Arabia.
If you would like to contact me or meet me for any question about the project, please
contact me at alshaddi420499@avila.edu or 816-277-9644.

Regards,
Abdullah Alshaddi

To Make Hopes and an Optimistic Society

Through the Beauty of Art
A proposal Prepared for
The Our Town Grant Program
By
Abdullah Alshaddi
Spring 2016

Executive Summary
Our Town grants program supports creative place making projects that help to

transform communities into lively, beautiful, and resilient places with the arts at
their core. It is now accepting applications for 25,000 minimum grants. Those
applications must support the goal of Our Town.
We are seeking $250,000 to start a graffiti contest in the capital of Saudi Arabia,
Riyadh. This contest is going to be by the Americas Embassy and the department
of Art at King Saudi University. This contest is to show our full support and
willingness to our ally. Currently, Saudi Arabia is in state of major political issue.
In the South, Saudi Arabia is protecting its border with Yemen from Houthi and in
the North from ISIS. This current situation made Saudi citizens scared of what the
future has in store for them
By this contest, we are asking people to express their feelings with art. This graffiti
painting should be about Saudi Arabia and its citizens to cheer them up during this
crisis. The best five graffiti painting are going to be drawn or placed around the
Capital and there are going to be awards for the winners.
This contest will worth the investment. First, it will leave a positive mark and
impact in Saudi society and the Our Town organization will be known over there.
That might open the opportunity to the Our Town to go International. Second, This
will benefit the Our Town that it presents American value to the world of caring
about others and peace.
This buildings graffiti painting is going to be the first of its kind in the City of
Riyadh as an official painting. Also, it will be the first graffiti contest of its kind in
the country.

Introduction
I am senior student majoring in Advertising and Public Relations at Avila University,
Kansas City, MO. I believe this kind of contests will be worth the investment. I am
familiar and have seen both cultures. Americans and Saudis are so caring and welcoming
people. New ideas are always appreciated in both societies. Saudis always look up for
Americans and I believe this contest will be a hit.
Art and painting have been one of the best ways to express peoples feelings. Back in the
history paining was used to deliver a message or to say unspeakable opinion that can be
expressed by painting. Today, Graffiti painting has been on the rise all across the world
for the past four decades and is seen as a way of expressing an underlying social or
political message. It has being known as Street art too; that created in public places, often
without permission. Street art is made in a number of mediums, including stencils,
stickers, posters, paint, and sculpture. It focuses in political, criminal, and philosophical
terms to deliver a massage by magic of art.
Graffiti painting in Saudi Arabia is not that popular. It is mostly seen as street art and
many people view it negatively. Those people who view it negatively believe that, it
brings conflict in the society and young people are viewing its improper. Even though,
Saudi Arabia or Arabs in general have rich history of Art and painting; however, this
western idea, it needs a while to be adopted by the society.
After researching on graffiti painting in Saudi Arabia, it seems that it is only small
number of graffiti paintings around the country. In regard to that, individuals did most of
graffiti paintings. Some of the graffiti founded in indoor places like gym or restaurants.
However, all the painting were well thought and well painted. Saudi Arabia has talented
graffiti painters.
Currently, graffiti contest will help to change the negative view of this kind of art.
Especially, Saudi Arabia is going through rough times. Saudi Arabia is protecting its
South border from Houthie group in Yemen (terrorist group) and ISIS in the north. The
government is aware and the citizens are afraid of what is next.
Our partners are Untied States embassy and department of Art at King Saudi University.
By funding them the amount requested, they will help Saudi citizen to get over the
current crises. The goal of this contest is to make Saudi citizens united and stand together,
so they can move forward by the spirit of art.

Problem Statement
Since the 25th of March 2015, Saudi Arabia has been leading coalition air strikes in
Yemen following the request for support from President Hadi to stop continued Houthi
aggression. Clashes along the Saudi-Yemeni border continue, resulting in both military
and civilian dead and wounded citizens.
People of Saudi Arabia are living in period of fear because this major political issue. This
campaign aims to improve and give a sense of optimism to people in Saudi Arabia. This
graffiti contest will not only help Saudi in short term, but also will help them in long term
too.
A partnership with the United States embassy in Riyadh will help create a positive image
about America and Western culture. There are a number of people in Saudi who believe
America is not an ally. Through, this campaign, we are hoping to change this image.
The main goal of this graffiti contest is to bring the nation of Saudi Arabia together
during a major military crises through art. Art is being used here as therapy for Saudis to
express their feelings in positive way.

Program/Project Description.
This contest will help to get Saudis together to be optimistic and cheerful for their
country future. Also, this contest will help Saudis to show their talents in graffiti panting.
By investing in this contest, it will show Saudis how Americans and western countries
care about our issues and want peace in the world as any nation wants.
Our plan is to make a graffiti-painting contest. This contest will be announced two
months before the actual event. By doing that, the participants can work in their painting
and have enough time to come up with their best work. This event will be like a gallery
and the best 20 paintings will be placed in there. It is going to be held for three days, so
people can come in and vote for the best 5 paintings. After that, the best 5 painting will be
drawn or placed around the downtown of the capital, Riyadh. The winners will be
awarded with cash prizes.
The painting MUST be about Saudi Arabia and it citizens. The painting MUST send a
positive and strong message about Saudi.
Goals/Objectives
Our goal is to foster positive impact in the people of Saudi to cheer them up during this
political period in the region.
12345-

Entertainment during the crises.

Unite Saudi Society through Art.
Learning and leading to a new art form in Saudi Arabia.
Create a positive image About America and Western countries.
Big number of participants, not only from the capital but also around the
country.
6- Provide visual art to express the Saudi feeling during this crisis.
Methods
1- We need to hire a marketing team to help us do the work needed.
2- We need to publicize this contest through, TV, radio, social media, and billboards.
Not only in Riyadh, but also in major cities around the country. (3-4 cities)
3- We need to create a webpage and associate it with the American embassy website
and the Department of Art at King Saudi University. By doing this, participants
can submit their work through our webpage.
4- The contest will start two months before the actual event.
5- The best 20 graffiti panting will be picked by juries to be placed in the gallery.
6- We need to rent a place to hold the event at for three days. (The gallery)
7- After Juries decide on the best 20 paintings People, We will open the gallery to
the public, so people can come and vote for the best five graffiti work.

8- In the last day the 5 winners will be announced and will be given their prizes of
$25,000 each.
9- The graffiti painting will be drawn or placed in landmark buildings around the
city Riyadh.

Evaluation
In order to measure the success in this contest and make sure that the objectives have
been met, we are going to run a survey through our website and social media before and
after. Also, we are planning to interview the participants and visitors to get their feedback
during the event.
Future Fund
There is no future funding in this project. However, participants will be asked to sign an
agreement that the Our Town has the right to use and sale the selected paintings in Saudi
or anywhere. That means if there is future revenue, it will be full revenue to the Our
Town.
Conclusion
I am asking that the Our Town grant program would consider a grant of $250,000 to help
American ally; Saudi Arabia citizens to be optimistic and cheerful during the current
political situation in the region through the power of art. In recognition of such support,
we would show the Our Town logo in every ad material we use in this project.

Budget
Item

Cost

Hiring marketing team

$20,000

Website developing

$3,000

Advertisement
(Radio Ad, Billboard, Brochures, Media
Kits, Social media appearance)

$50,000

Rent a gallery for the actual event

where people come, checkout, and vote
the paintings

$32,000

Event expenses

$3,000

Rents landmark buildings wall to place

our paintings

$42.000

Winners prizes

$100,000