It’s not often that an art exhibit has the power to save lives, but a new show hosted by the First Coast Cultural Center aims to do just that.
“BRAject” is a thought-provoking, whimsical collection of artworks using brassieres as their foundation in place of canvases. These creations, submitted by artists and artisans both locally and from around the country, demonstrate what one can do within a limited framework.
But, more importantly, the exhibit will increase breast-cancer awareness and help fund mammograms for those who are unable to afford them.
The cost of a diagnostic mammogram is about $300, said Marlene Scheer, who is curating the exhibit.
“There are so many people here who are uninsured, underinsured, who can’t afford it,” she said. “Those are the ones that we’re going to reach.”
It’s a cause that resonates with Donna Guzzo, president and CEO, First Coast Cultural Center.
“Since I had breast cancer, I’ve realized every day is a bonus,” said Guzzo. “Mammograms are not to be afraid of; cancer is. Early detection is key.”
The benefits of “BRAject” are already being felt. The show hasn’t even opened yet and Scheer has heard from two people who got mammograms after all the publicity surrounding “BRAject” reminded them to do so. In both cases, she said, something was found.
In addition, donations are already coming in for Pink Ribbon Jax, the nonprofit chaired by “BRAject” partner Marica Pendjer.
The decorated bras will be available for sale, with all proceeds going to Pink Ribbon Jax to pay for the mammograms. Bids will start at $100 and increase at intervals of $25.
In all, there are 56 bras in the show, significantly more than the 15 Scheer had expected when she put out a call to artists to submit their work. Not only was the reaction strong within the United States, but the idea struck a chord globally.
“I’ve heard from plastic surgeons in Spain and Italy asking how they can help me,” Scheer said.
Of the feedback she has received, perhaps the most frequent response was: “I want to help you save a life.”
Among those who contacted Scheer were Marla and Bruce Kanehl, who made the stands used in the show to display the bras.
“BRAject” will run concurrent with another show at the First Coast Cultural Center, “Women Supporting Women,” a paper and fabric collage exhibition by New York artist Hollie Heller. The shows’ opening will be 5:30 to 7:30 p.m. Oct. 8. A short program is planned for 6:30 p.m. Peterbrooke Chocolatier will provide refreshments for this event, which is free and open to the public.
Also, visitors will have an opportunity to view “Nature’s Palette,” a collection of art pieces in adjacent galleries from The Discovery School students.
The exhibition will run until Nov. 19. First Coast Cultural Center is open 10 a.m. to 4 p.m. weekdays.
After the show closes, “BRAject” will have two follow-up exhibitions.
It will be on display March 1 to April 26 at FemArt Gallery — Jacksonville Riverside. It will continue June 12 to July 9 at the Alexander Brest Gallery, Phillips Fine Arts Building at Jacksonville University.
As the bras are sold, more will take their place. Scheer said there continues to be much interest in creating these works. In fact, some artists have contributed more than one. For instance, PAM Jam (Poets, Artists & Musicians) made three — titled Terra (Earth), Mare (Sea) and Cielo (Sky).
When the shows are complete, a coffee table book with photos of the bras will be published. It will also include the stories behind the creations.
“Everybody here has dedicated the bra to somebody and made a beautiful story,” Scheer said.
Scheer’s creation, “Lilly’s Garden,” will include a story about her mother.
Presenting sponsor for “BRAject” is Jacksonville University’s Linda Berry Stein College of Fine Arts.
For further information, go to pinkribbonjax.org/braject.
