That's right folks! Matthew Conboy will receive $10,000 cash money to implement his program to create newborn collectors in Pittsburgh.

Here's a description of his project, straight from the application:

This project was born from the fact that a local hospital sends every baby home with a Terrible Towel, the towel that is waved at Pittsburgh Steelers football games. While I am a proud Steelers fan, I believe that babies could be sent home with something else that could change their lives and the lives of those around them—art. My project will ensure that each baby born at West Penn Hospital in Pittsburgh, Pennsylvania goes home with an original signed photograph from a local emerging photographer. The 3000+ babies born here represent a cross-section of the city and county and include everyone from the most isolated of neighborhoods to the most exclusive addresses in Pittsburgh. These photographs will include biographical information on the photographer and any pertinent information regarding the print. They will then be inserted into the bags that are sent home with new mothers and include other basic staples like diapers or formula. 

Out of hundreds of initial applications for the grant, a group of ten finalists were selected.  These finalists all proposed promising and innovative projects.  The entire list of finalists can be seen here. These finalists’ proposals were reviewed by an esteemed jury of photographic professionals, including Whitney Johnson (Director of Photography at The New Yorker), Karen Irvine (Curator and Associate Director at Museum of Contemporary Photography), and Rupert Jenkins (Executive Director at Colorado Photographic Arts Center). Conboy’s project was selected for its off-the-charts creativity.

Juror Karen Irvine says, "Matthew Conboy’s proposal for new audience engagement displayed dazzling creativity. We are excited to award this grant to someone whose idea feels completely original and unique. We also like the way his project will engage an extremely diverse audience, one that is for the most-part probably not already circulating in the fine art realm."

The Crusade Engagement Grant was created to foster the exploration of innovative programs to connect new audiences to photography. The grant will underwrite the full execution of Conboy’s idea. Conboy says, “The thing that excites me the most about this project is that I am sharing my love of art with an entire generation of kids in Pittsburgh. From the moment they're born, they will be collectors of art and photography and that is something that no one can take away from them.”

In addressing application questions about target audience, Conboy gave this compelling response:

The target audience includes underrepresented minorities within the city of Pittsburgh who might not otherwise be exposed to the world-class cultural and artistic institutions that their city has to offer as well as those children who will grow up within a culturally rich family. If these families (regardless of socio- economic status) can see from the moment that a baby is born that the arts provide a meaningful and important component of their lives, they will gain an appreciation for the power of art. 

This project will engage my target audience simply by not requiring them to “opt-in.” There is no need to cross the threshold of a gallery, no requirement to sign up for a mailing list, or purchase shares for a CSA (Community Supported Art). In fact, the only way to acquire one of these photographs is to have a baby within the city of Pittsburgh. 

We are thrilled to be launching this grant with such an innovative and democratic way to connect new audiences to art. We will be following Matthew closely over the next 12 months and giving you regular reports on the progress of this exciting project!

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