We responded with a radical but simple idea — take the “search for a Chair” literally. Our concept was playful, high-concept, and deeply accessible. We designed messaging, visuals, photography and a short video campaign that would make people smile, then think. Our goal was to speak to new audiences, especially those who may not consider theatre a natural space for them but still feel connected to the arts and activism. With artwork featuring messages in all of Wales’ main languages (not just English and Welsh), we demonstrated NTW’s commitment to diversity and inclusivity in a visually dynamic way. In just four weeks, the campaign reached over 29,000 people, with more than 150 downloads of the candidate pack. Most importantly, over 85% of video viewers on Instagram were non-followers — a clear sign that we broke through the echo chamber.
