How do you change the public perception that art museums are just ritzy establishments reserved for the upper crust of society? We did it by showcasing the everyday offerings of the Detroit Institute of Arts … Every. Single. Day. We ran a new billboard, radio spot, social media post or OLA unit every day for a full calendar year. That’s 365 pieces of content, each proving that the DIA is more than a museum. It’s a concert hall, a film theater, a dance studio, a creative arts lab, a social gathering hub and more.