Short Film Shows Inspiring Stories from ‘I Am Jo!’ Empowerment Programme

Jo van Gogh-Bonger was the wife of Theo, Vincent van Gogh’s brother. She was an independent and enterprising woman who, after both brothers died in 1891, took on a special mission as a single mother. By strategically organising exhibitions and publishing Vincent’s letters, she ensured that Vincent van Gogh became world famous. In doing so, she laid the foundation for the establishment of the Van Gogh Museum in 1973. With her entrepreneurial approach and perseverance, she was far ahead of her time.

Jo’s inspiring story formed the basis for a creative empowerment programme for women from all over Amsterdam. Like Jo, the participants explore themes such as perseverance, family bonds and entrepreneurship to shape their own stories.

This documentary captures the stories of the participants and the creative programme. More than one hundred women from five districts of Amsterdam took part in painting and writing workshops and received a tour of the Van Gogh Museum. The final result of this empowerment programme can be seen in the presentation I Am Jo! at the Van Gogh Museum, from 27 June through 31 August 2025.

The film was made possible by Van Lanschot Kempen. I Am Jo! is a collaboration between the Van Gogh Museum and the alliance Samen Sterk met Werk (Strong Together with Work), consisting of Stichting Vrouw en Vaart (Nieuw-West), Buurvrouwennetwerk Gaasperdam (Zuid-Oost), Stichting Malak (Noord), Stichting Prachtvrouw (Oost) and Stichting Vrouwen Vooruit (West). The project is part of the celebration of 750 years of Amsterdam.