What happens when art meets action? A newly released report by the City of San Diego reveals that the Far South/Border North (FSBN) initiative sparked creativity across the region and created 940 jobs, making it the largest arts workforce program for artists in both San Diego and Imperial County history. 

The FSBN Impact Report offers a comprehensive look at this transformative $6.15 million pilot arts workforce program that is part of the California Creative Corps. It demonstrates how strategic investments in the creative economy empowered artists and cultural practitioners to strengthen community well-being, improve public health outcomes, and expand access to resources across San Diego and Imperial counties. 

“Far South/Border North showcases how cities and regions can strategically harness the synergy between artists and community initiatives through intentional collaboration, partnership and investment,” said Christine E. Jones, City of San Diego Cultural Affairs. “This collaboration, crucial to our success, has created new systems and infrastructure to support and amplify artists and cultural practitioners working in their communities for the public good.” 

Launched in October 2022 and funded by the California Arts Council and the Prebys Foundation, FSBN created 940 project-based jobs and engaged 700 artists and cultural practitioners in public work. Over 126,000 paid workforce hours were logged, and participants received mentorship, technical assistance and peer learning opportunities to ensure a sustainable impact.  

The program supported developing and implementing more than 70 public messaging campaigns related to public health, energy-water-climate, civic engagement, social justice and community well-being. These campaigns were seen on community murals, bus shelters, billboards, social media platforms, public performances, neighborhood events and other high-visibility locations throughout San Diego and Imperial counties. Artists and cultural practitioners deployed creative strategies including immersive theater, digital storytelling, wellness workshops and mobile arts labs to reach local audiences, promote voter education, environmental justice, healthy living and inspire action. 

The initiative awarded $5.12 million in grants to 78 recipients, 60 individual artists and 18 arts and social-sector organizations with a strong focus on equity and access. Notably, 74% of the grant recipients lived or worked in areas ranked in the lowest quartile of the California Healthy Places Index, and 86% were first-time recipients of state funding. 

Artist and cultural practitioners implemented campaigns across 37 zip codes, engaging approximately 800,000 people. They held 230 community listening sessions, formed 371 professional partnerships and reached nearly 3.79 million people through social media. Grantees reported 550 notable community outcomes, from promoting healthy eating to conserving resources, demonstrating how arts and collaboration can drive meaningful, system-level change.  

These outcomes weren’t just numbers, but real, community-driven projects that impacted lives. A few examples from the FSBN initiative illustrate how artists used creativity to inspire change and amplify voices in underserved areas: 

The CONNECTEDvoces campaign, organized by the Media Arts Center San Diego, was led by artist Amada Torruella along with artists Edwin Cruz, Melissa Franco and Seth Gadsden, focused on the impact of COVID-19 on youth mental health in San Diego County. Students from targeted communities received stipends to produce film and media projects that explored post-pandemic mental health trends, available resources and healthcare disparities. 

Jordan Verdin’s campaign sought to raise awareness and empower communities to advocate for change, especially in support of individuals experiencing homelessness. It included three impactful public interventions with modular displays in high-traffic areas, featuring powerful photographs and personal stories to create a meaningful connection between the public and those affected by homelessness. 

“Our River, Our Water” by Oscar J. Romo raised awareness of the environmental and health issues in the Tijuana River Valley. The campaign featured sculptures in public spaces to illustrate the causes of wastewater spills and promote sustainable alternatives. It encouraged community participation and engagement in seeking long-term solutions.  

“The critical importance of grants like the Far South/Border North initiative is that they bridge the social needs of the most vulnerable local populations with platforms that provide visibility and meaningful connections,” said MR Barnadas, FSBN Artist. “These grants empower artists, especially those from underrepresented communities, to create impactful work that resonates with and uplifts the voices of those often overlooked. The support provided by this grant has enabled me and others to connect deeply with our communities, fostering relationships that are essential for driving positive change.”  

“I noticed a significant shift in how people engaged with environmental topics,” said Ernesto Gonzalez, FSBN Artist. “Participants, who might have previously viewed environmental justice as a distant or abstract concept, began to relate more personally to the issues presented.” Gonzalez also said, “The AR technology made the problems more tangible and immediate, which fostered a deeper understanding and a stronger emotional connection. The feedback and conversations I had with community members reflected a growing readiness to address and engage with environmental justice issues in their own lives and communities.”  

Led by the City of San Diego Cultural Affairs, FSBN was implemented through a regional collaboration with Catalyst of San Diego & Imperial Counties and San Diego ART Matters. Additional partners included five social-sector organizations: Alliance San Diego, ARTS: A Reason to Survive, Casa Familiar, Imperial Valley Food Bank and RISE San Diego. 

The FSBN Impact Report serves as a roadmap for future arts workforce development efforts and community transformation strategies. It demonstrates how cities can effectively engage artists and cultural practitioners to improve public health outcomes and drive meaningful change. Visit farsouthborderborth.com to access the report, https://www.sandiego.gov/sites/default/files/2025-05/2025-fsbn-impact-report.pdf.