KAFFEINE / Arts & Culture, Digital & Social Media, Lifestyle, Public Relations, Visual Arts


7 April 2020

As the Coronavirus caused Britons to stay indoors, over 55s were identified as one of the most at risk, and potentially, isolated sections of society. 

Realising this, we worked with the Royal Academy of Dance to help the 100-year-old charity adapt quickly to the new reality, and connect and contribute to the lives of this at risk group in a unique way. We wanted to raise a smile and get toes tapping across the nation.   

We repurposed the Royal Academy of Dance’s dance classes for the older generation, Silver Swans, to launch a brand new online series of dance classes specifically to help get older people moving and help create talking points for families and carers.

One week on from launch and the campaign has sparked a rush of interest to the Royal Academy of Dance and Silver Swans. The number of organic searches for the charity increased by 500%, direct traffic to its website increased by over 2000% and the first Silver Swans dance video has been viewed over 50,000 times
As an added bonus, Sir Nicholas Serota CH, Chair of Arts Council England, highlighted and praised the RAD initiative when talking about culture during the lockdown on BBC Radio 4’s Today Programme

To achieve this success, we ran a PR campaign that targeted the over 55s and those that look out for them. Each audience had different messaging. “Get Granny Grooving!” was the message for families, while the health and movement benefits of the Silver Swans ballet classes were amplified to millions across the nation. 

Silver Swans ambassador Angela Rippon CBE, the veteran news presenter and TV host, was recruited to front the campaign.  

The dance class videos went live as the media campaign broke with Angela and RAD ballet teacher Sarah Platt getting BBC TV Breakfast host, presenter Louise Minchin, pirouetting live on air, as well as live interviews on ITV news, BBC Online and BBC RegionalLBC and Classic FM.  National print and online coverage included the Mail on Sunday and Daily Express.

The younger generation got behind Get Granny Grooving with coverage in London lifestyle title Culture Whisper, while Love Island star Amber Davies shared the initiative with her 1.6m followers as did Anna Rose O’Sullivan, the Royal Ballet’s First Soloist. 

Interest in the Royal Academy’s initiative caught the global imagination with media enquires coming in from Australia and BBC Persian TV.  

Thanks to the success of this campaign, the charity is expanding its online offering and will provide tailored dance classes and other content for all its audiences from young children to older adults in the coming weeks.