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Championing diversity in the performing arts

Rifco Theatre Company


The cast of Happy Birthday Sunita, a touring production from Rifco Theatre Company

Rifco Theatre Company is one of the most successful touring companies producing and developing plays and musicals, which reflect and celebrate the British South Asian experience. Our PR campaign was designed to raise the brand profile of the company by shining a light on its trailblazing work in promoting diversity, inclusivity and accessibility for both performing artists and theatre audiences.

 

We secured a powerful interview in The Guardian in which Artistic director Pravesh Kumar MBE called for diversity in senior leadership roles,  a compelling op-ed in Arts Professional on why we still need a specialist British South Asian theatre company in the 21st century, and an exclusive story in The Stage on its campaign in which leading actors called for better representation in the arts and entertainment industry. 

 

We also worked with Rifco to promote its touring theatre productions including Glitterball, born out of its Associates Programme designed to provide a platform to new writers, its fresh revival of Mike Leigh’s 1970s comic drama Abigail’s Party, and the reboot of its hugely popular production Happy Birthday Sunita.

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