PLAYNAFA is a proposed concept for NAFA's 2017 Open House. Focusing to project a fresh image for the public, this concept is utilized to move away from the "stuffy" image that NAFA has.
A common criticism of NAFA is that its building looks plain and unsophisticated compared to Lasalle, which some feel is not the best representation of an arts institution. Granted, one should not judge a book by its cover, but it surely contributes to the overall perception of the institution. While the exterior is relatively sparse and plain, the same can't be said for the activities that happen inside. This is the point that drives the PLAY campaign to fruition: shedding the drab image and refreshing it into something more cheerful.
NAFA open house campaigns usually target a Grand Idea, which can come off as too patronizing or unrealistic. PLAY is a simple idea everyone understands, and references the oft-forgotten, less glamorous idea of joyful happiness that stem from an enjoyable activity.
