Royal Academy of Dance

The  Royal Academy of Dance (RAD) is one of the largest and most influential dance education and training organisations in the world with over 14,000 members spread across 83 countries. Established in the 1920s, to improve standards and re-invigorate dance training initially within the UK, the Academy helps and encourages its teachers to perfect their teaching skills and pass on this knowledge to their students.

Midas has worked with the RAD since 2013 and in 2015 started working with the team on a year-round retainer basis. The agency’s focus is on promoting the artistic and educational value of classical dance, raising awareness of the organisation’s wide-ranging syllabus and highlighting the RAD’s work in making dance accessible for all. Midas began work on the RAD’s Dance for Lifelong Wellbeing campaign in 2013, and the media opportunities haven’t stopped since.  From ITV’s This Morning to The Daily Mail and The Telegraph, the RAD’s older dancers, dubbed ‘Silver Swans’ have garnered significant media attention.