The Gertrude Association fuses community heart and art.

To Gertrufy: The celebration of cultural, social and artistic diversity and community connectedness.
Gertrification: process Gertrufy [ge].v.[ Gertrufies, Getrurfied ] – derivatives
Gertrufication noun

Artisan Client Monique McNamara, creative director of UP&UP Creative, and Kym Ortenburg, freelance producer, agreed they were passionate about art, diversity and all things Gertrude Street, Fitzroy.

In July 2007 they formed The Gertrude Association to produce diverse culturally engaging, sustainable art projects that provide opportunities for the community to connect and celebrate. The Gertrude Association is a not-for-profit organisation that produces accessible art experiences. They want to help their community understand and connect through celebration and art. The Gertrude Association aims to act locally to inspire globally and they call the process of integrating Community, Celebration and Art 'Gertrufy'.

They would like to see the 'Gertrufy' spirit spread to other cities, communities and Towns with the objectives being to:

1. Help promote a neighbourly cohesive community.
2. Provide opportunities to encounter art as part of an everyday experience.
3. Promote inclusive cultural respect.
4. Produce interconnected projects that raise awareness of issues, profiles and creative talents and to give support to our community.

The Gertrude Association's inaugural project in June 08 was to launch Australia’s 1st Projection Festival, by taking over Gertrude St Fitzroy and creating a week long walk, drive and ride through an outdoor gallery.

You can join in and get involved in The Gertrude Association's latest projects by attending TGA member events, Community gatherings and the annual 'Love Fitzroy' T-shirt competition [to be held in March 2009]. You can also get involved with the annual Gertrude St Projection Festival [to be held July 3 -10th 2009].

For more details on The Gertrude Association and the projects, you can visit: www.thegertrudeassociation.com