czech theatre association case study - help your theatre
DESCRIPTION
The goal of the campaign was to convince the Government of less budget cuts to Regional Theatre.TRANSCRIPT
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Czech Theatre Association Help Your TheatreStrategic campaign development, public affairs, regional media and event planning, materials development, social media platform development & management
CASE STUDY
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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.
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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.
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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
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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.
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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
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AWARDS
Finalist, Sabre Award 2013
8th Annual Czech Award for Public Relations, Government Relations, Political PR, (2nd place)