Gilad Bechar
29 December 2025
Moburst is proud to celebrate the outstanding achievements of its PR division, Uproar by Moburst, which recently earned two awards for its work with the Orlando Museum of Art (OMA). The campaign, which used strategic brand storytelling to restore the museum’s reputation following a high-profile controversy, was recognized with the PR Daily Award for Brand Reputation and the Zenith Award in the Reputation Management category.
Rebuilding Trust Through Strategic Storytelling
In 2022, the Orlando Museum of Art partnered with Uproar by Moburst to address public backlash following concerns about an exhibition. The museum needed to rebuild public trust and stabilize its finances. Uproar by Moburst developed a brand reputation campaign designed to reposition OMA as a community-focused cultural institution in Florida.
The team took on the project from several angles, including:
- Brand management: Crafting communications that balanced transparency with mission-driven messaging, reaffirming OMA’s commitment to accountability.
- Accessibility initiatives: Launching “Access for All,” offering free admission days and multilingual tours, and partnering with eSight to provide immersive art experiences for visitors with vision impairments.
- Diverse storytelling: Highlighting exhibitions like PUSH, featuring skateboarding icon Tony Hawk, and Juan David Tena: Portraits of FusionFest, connecting the museum to diverse audiences.
- Leadership visibility: Positioning OMA’s CEO and Chief Curator as trusted voices in museum ethics and curatorial excellence.
- Media relationships: Using local and trade media coverage to reinforce OMA’s renewed identity and community impact.
Campaign Results That Speak for Themselves
Uproar’s efforts produced results:
- Attendance increased by over 64%.
- Public sentiment shifted from 30% positive / 54% negative to 61% positive / 23% negative.
- More than 400 media placements between May 2024 and July 2025.
- A $1.6M deficit in 2023 turned into a $232K surplus in 2024, without staff layoffs.
- Membership growth continues upward, supported by strong community engagement.
These results show the power of storytelling and consistent visibility in restoring trust and aiding community connection.
Looking Ahead
The recognition from PR Daily and Zenith highlights Uproar by Moburst’s excellence in strategic PR and brand reputation management. The campaign for OMA illustrates how cultural institutions can rebuild credibility and reconnect with their communities through storytelling and strategic media engagement.
What makes this approach replicable for other organizations?
The success required consistent execution across multiple touchpoints. From accessibility initiatives that demonstrated genuine community commitment to leadership positioning that restored trust, every element worked together to shift public perception.
For brands facing similar challenges, the OMA campaign offers key lessons:
- Transparency matters to connect to a community
- Community-focused actions speak louder than corporate messaging
- Sustained media engagement creates the drumbeat necessary for lasting reputation recovery
Whether you’re a cultural institution, a corporate brand, or a nonprofit, the fundamentals of strategic storytelling require authentic narrative and measurable community impact.
About Uproar by Moburst
Uproar by Moburst is the agency’s PR division, specializing in brand reputation, media strategy, and reputation management. The team crafts campaigns that strengthen public trust and deliver powerful results for clients. Their work with the Orlando Museum of Art shows the agency’s ability to navigate complex challenges while driving engagement.
About Moburst
Moburst is a leading global mobile growth marketing agency that blends creativity with data-driven insights to deliver award-winning campaigns. With expertise spanning app marketing, brand strategy, and user acquisition, Moburst helps clients achieve measurable growth.
Gilad Bechar
Gilad Bechar is the Founder & CEO of Moburst. Gilad serves as a mentor to rising startups at Microsoft Accelerator, The Technion, Tel-Aviv University, Unit 8200 and for strategic Moburst clients, and is the Academic Director of the Mobile Marketing and New-Media course at Tel-Aviv University.
