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Eleven older people and three National Dance Company members, dancing.

Western Power Distribution & National Dance Company Wales

The Challenge

WPD wanted to promote its Priority Services Register (PSR) to harder to reach older people, whilst publicly demonstrating its commitment to helping those who are most vulnerable and in need. The business also wished to promote its brand, positively reinforcing its good reputation in the local comunities its serves.

The Solution

A&B Cymru brokered a partnership between NDCWales and WPD which enabled the continuation and development of Dance for Parkinson’s, a participatory project that supports those living with the condition through the medium of dance. The original sponsorship, combined with CultureStep investment, enabled a full year of dance classes in two WPD communities in South Wales. As part of the project, NDCWales also created Reflections, a film, featuring participants of the project, reflecting on their experience of life with Parkinson’s through dance.

The Results

The classes, in Cardiff and Blackwood, had a total attendance of 1,028. Both hubs provided friendly, accessible communities which encouraged regular attendance, even through challenging circumstances. The digital film launch in December 2019 was a successful platform for NDCWales and WPD, raising brand awareness along with the PSR. The film receieved over 7,000 views, and has been shared 135 times.


The Endorsement

WPD’s financial support and the additional CultureStep investment has been invaluable; as well as being able to run a full year of classes, we were able to create Reflections; which was a hugely rewarding experience for all involved. The response that we received for Reflections was incredible, and has provided an influential public platform for the project. WPD and A&B Cymru’s contribution to Dance for Parkinson’s has been valuable not just in financial terms but also in enabling NDCWales to lever support from other funders for this work and for the participatory programme it complements.

Rebecca Hobbs, NDCWales