Represent Communications Skopje: Celebrating 5 Years

Inclusive Theatre Experience

About the Project

To mark our 5th anniversary, we chose to celebrate through impact rather than tradition. Instead of a conventional corporate event, we organized an inclusive theatre experience, ensuring that deaf and hard-of-hearing individuals could enjoy a live performance, which for many of them was for the first time.

On May 26 2022 at the Macedonian National Theatre (MNT), the hit play Don’t bet on the Brits (Не се клади на Енглези) was performed once again, but this time with a special audience in mind. Thanks to live sign language interpretation, over 300 guests, including members of the National Association of Deaf and Hard of Hearing People of North Macedonia, experienced the magic of theatre without barriers.

Challenge

Ensuring True Inclusion in a Traditional Theatre Setting

Most deaf and hard-of-hearing individuals in Macedonia have never had the chance to experience a theatre play due to a lack of accessibility features. The event required real-time sign language interpretation and an adaptation of the performance setup to ensure all attendees could fully enjoy the experience.

Reimagining a Corporate Anniversary as a CSR Initiative

Instead of spending the anniversary budget on a cocktail event, we wanted to create lasting impact. The goal was to challenge societal norms, proving that art should be accessible to all.

Building the Right Partnerships for Success

Coordinating with theatre professionals, actors, interpreters and accessibility experts to execute the event seamlessly. Securing the support of the MNT team and the cast of Don't bet on the Brits to bring the vision to life.

Approach

Collaborative Planning & Strategic Partnerships

Partnered with the Macedonian National Theatre, which provided the venue and technical support to adapt the performance.
Engaged professional sign language interpreters, ensuring real-time translation for the audience.

Creating an Accessible Theatre Experience

Transformed the performance into an inclusive event, making sure every attendee, regardless of hearing ability, could fully experience the humor and charm of the famous Macedonian actors – Sashko Kocev, Aleksandar Mikic, and Oliver Mitkovski.
Designed a seating arrangement and visual setup that allowed all audience members to see both the performance and the interpreters.

From a Corporate Celebration to a Social Impact Initiative

Instead of hosting a private celebration for clients and partners, we dedicated the evening to inclusion and cultural accessibility.
Positioned the initiative under the theme “Art Without Borders”, reinforcing the our commitment to social responsibility and integrated communication.

Results

For the first time a hit Macedonian play was adapted for a deaf and hard-of-hearing audience, creating a groundbreaking cultural experience.
The event attracted a packed theatre, with the majority of attendees from the National Association of Deaf and Hard of Hearing People of North Macedonia.
The initiative sparked conversations about the importance of accessibility in the arts, inspiring similar events in the future.
We reaffirmed our vision for integrated communications that drive meaningful change, committing to future social responsibility initiatives that go beyond traditional PR and marketing.
The combination of smiling faces in the audience, the electric energy of the actors on stage, and the seamless interpretation of sign language created an unforgettable moment, one that proved art is for everyone.

Looking ahead, we remain committed to actively shaping a more inclusive and accessible society through our work and initiatives.