Making the Headlines: Bringing Boys to the Barre with Project B

The Royal Academy of Dance (RAD) is one of the world’s most influential dance education organisations. It is a global leader in Continuing Professional Development for dance, and its exams set standards in classical ballet. The RAD’s patron is Her Majesty Queen Elizabeth II.

While the Billy Elliot effect has undoubtedly encouraged more boys to take up ballet than ever before, 17 years on boys are more often than not still the only boy in their class, with boys making up just 1.8 per cent of all global RAD exam candidates. Project B’s aim is to reset the balance, with a range of initiatives taking place across the country to widen access to dance for boys, and encourage more boys to take up ballet. From partnerships with a cricket club, to boys-only choreography inspired by popular culture and video games.

Midas was tasked with maximising awareness of Project B around the launch of the campaign, and maintaining its momentum through promoting events, pop-ups and initiatives throughout 2017 and beyond. To create buzz around the launch of the campaign, Midas invited press to a launch event in London, and sold the story to key media under embargo. Midas highlighted the popular and gaming culture-inspired choreography, and the cricket partnership, to secure national and broadcast coverage.

We secured coverage of the campaign launch on: BBC Breakfast, BBC News, Mail Online, Sunday Times, The Guardian, LBC, Huffington Post, Arts Professional, The Stage, as well as coverage across parenting and regional media. To maintain momentum, Midas is now engaging with parenting bloggers, parentings and kids’ media, national and broadcast media, and regional media, to continue to raise awareness of the campaign among parents and children.

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