Making the Headlines: Royal Academy of Dance makes a good pointe

As a leading dance education organisation, a high standard of dance teacher training is at the top of the agenda for the Royal Academy of Dance. It is committed to taking a proactive advocacy role, while tackling the issues that are important to and impact on the lives and businesses of its members.

With this in mind, Midas built a hard-hitting PR campaign to raise awareness of the dangers of the unregulated private dance sector. Using real life stories of students who had suffered physical damage from going en pointe too early, combined with expert knowledge from the RAD, Midas was able to help the RAD highlight the importance of adequate teacher training and direct people to its website to find a qualified teacher.

The RAD were positioned as experts, leading the debate in the media with RAD’s CEO Luke Rittner voicing his views on BBC Radio 4’s Today programme and on BBC Radio 5Live, while national stories in The Times and The Telegraph generated discussion from teachers, students and parents across the country.

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