Czech Theatre Association Help Your TheatreStrategic campaign development, public affairs, regional media and event planning, materials development, social media platform development & management

CASE STUDY

CASE STUDYWhat's the first budget item to be lost in a financial crisis? In the Czech Republic, the answer to this question in 2012 was regional theatre.

Despite being central to Czech culture and even playing a role in Czech statehood, the Czech Culture Ministry was about to cut the budget for Czech regional theatres by almost 50%.

In deep concern, the Czech Theatre Association turned to Ewing PR for a solution.

THE CHALLENGE

Briefed to come up with an effective and non-aggressive campaign, our strategy was designed to restore needed funding and help jumpstart a new era of dialogue with the government.

The “Help Your Theatre” campaign chose to emphasize the close, personal relationship that many Czechs had with their local theatres – using the full spectrum of channels.

Over 30 local events were organized, deploying theatre groups in town squares, while collecting petition signatures.

THE SOLUTION

THE SOLUTION

Well-known actors recorded video appeals, recounting favorite memories of their time in local theatre. The impact was heightened by way of both traditional and on-line media, including a specially created Facebook page.

THE RESULTS

• Endorsements from the Czech Minister of Culture, the Director of Regional Governors, and the Czech Prime Minister

• Funding for local theatre restored with a 48% budget increase• Almost 70 articles, supporting the principle of saving local theatres• Commitment from government to resume meaningful dialogue

AWARDS

Finalist, Sabre Award 2013

8th Annual Czech Award for Public Relations, Government Relations, Political PR, (2nd place)