Tijuana Students Compete to Create Kids Free Poster
New art will promote Kids Free San Diego to Spanish-speaking communities
Students from Universidad Xochicalco in Tijuana showcased their talent and creativity in a cross-border collaborative Poster Design competition hosted by the San Diego Museum Council this fall. Sixteen graphic design teams took on the challenge to create a Spanish-language poster for the Council’s 2024 Kids Free San Diego campaign.
The winning team, comprising Frida Michelle Andrade Díaz, Sabrina Yael Aguirre Estrada, Alondra Guadalupe Araujo López, and Emily Danae Zamora Pavón, beautifully captured the essence of exploring the fun of San Diego’s museums during Kids Free San Diego.
The competition idea, tied to the region’s status as World Design Capital San Diego Tijuana 2024, was brought forward by San Diego Museum Council Executive Director Bob Lehman in collaboration with Art Scene Baja’s Dr. Berenice Martínez and Ligia Santillán. Art Scene Baja is a cultural tour provider highlighting art, design, music, theater, cuisine, and architecture of the Baja region; and played a key role in the event’s success.
This project celebrates the deep legacy of cross-border collaboration between the Tijuana and San Diego regions, showcasing a unified approach for shared development and culture. At the same time, it conveys to young people that this region can provide a future of career opportunities.
During Kids Free San Diego in October, the San Diego Museum Council collaborates with the San Diego Tourism Authority to showcase museums and travel opportunities in our region. Families are encouraged to discover the excitement of San Diego while enjoying significant discounts at museums, attractions, hotels, and more. This event not only promotes exploration but also boosts San Diego’s tourism post-summer season. Kids Free receives support from First 5 San Diego, ensuring access for young families seeking enriching experiences for their children’s early development
From October 1 to 31, children ages 12 and under can enjoy free admission to dozens of museums and other family-friendly attractions throughout San Diego County. Last year, more than 100,000 children and adults participated in the Kids Free program. Get your coupons in Spanish and English at https://sandiegomuseumcouncil.org/specials/kidsfree/.
“It’s our BIGGEST Kids Free in our history with more than 60 participating locations all over the county,” Lehman said. “This project will provide these students with their first professional graphic design experience.
Our marketing campaign garners more than $2 million of earned media publicity and these Spanish-language Kids Free posters will be seen by tens of thousands of people.”
Lehman thanked school officials, teachers, and Art Scene Baja co-founders Dr. Berenice Martínez and Ligia Santillán for their support of the contest. He also thanked all the incredibly talented students who participated in the competition. The winning team of Frida Michelle Andrade Díaz, Sabrina Yael Aguirre Estrada, Alondra Guadalupe Araujo López, and Emily Danae Zamora Pavón were awarded cash scholarships for achievement of excellence in the competition.
Watch the video to see the students surprise the Museum Council’s Executive director with a remembrance of the collaboration.
Cross-border project collaborators (from left to right): Art Scene Baja’s Dr. Berenice Martínez, Universidad Xochicalco Teacher Coordinator of Students Fabiola Rizo Pica, Dean of Faculty of Design Yael A. Reynoso López; Art Scene Baja’s Ligia Santillá; and San Diego Museum Council Executive Director Bob Lehman.
Centro de Estudios Universitarios Xochicalco is a private university with campuses in Tijuana, Ensenada, and Mexicali in Baja California, Mexico. In addition to graphic design, the university has a medical school as well as an International Medical Graduate (IMG) program. It also offers programs in optometry, medicine, law, Master in Criminal Justice, Master in Constitutional Law, Master in Tax Law, Master in Labour Law, Master in Criminology, MBA, architecture, education, criminology, and psychology.
