Supporting communication for the Puppet Theatre performance “Light, I Hear You”

Problem:
In Latvia, people with visual impairments have very limited opportunities to integrate into social activities. This is often due to prejudice and a lack of awareness about their needs and abilities. As a result, they do not have equal opportunities to live a full and meaningful life.

Solution:
For the first time in Latvia, the Puppet Theatre presents a specially designed performance  “Light, I Hear You”, which reflects the interactions of blind young people with society while also raising awareness of the needs of individuals with visual impairments. The performance unveils the world through touch, scents, and sounds, allowing the audience to glimpse the reality in which visually impaired people live.

To make the performance accessible to blind individuals, various stage technology solutions are used. The cast includes young women with visual impairments who are not professional actresses, thus demonstrating their active involvement in artistic creation and challenging existing societal stereotypes.

Communication objectives:
• Raise awareness about the social integration of people with visual impairments and break stereotypes surrounding them.
• Encourage other cultural institutions to improve the accessibility of artistic disciplines for people with special needs.
• Promote the performance and boost ticket sales.

Target Audience:
Youth and adults;  media, cultural institutions and professionals.

Idea:
Using light as a medium to create an emotional and symbolic connection with the performance's message. For people with visual impairments, light is not just a visual concept but a metaphor for sensation and atmosphere. The actresses of the performance personally demonstrated this by feeling the light as it "touched" them—an effect achieved by projecting the performance's title onto them. This message resonated especially strongly during the darkest time of the year, utilizing digital outdoor displays.

Communication message:
Light, I Hear You

Result:
The performances were sold out, and due to high demand, two additional shows were added in March.
The campaign generated a strong resonance within the communities where the actresses live, and theatre staff perceived the communication support as a significant sign of respect for their work.

Communication channels:
OOH, DOOH, Puppet Theatre's own media channels: website, social media.