From May 6 to 7, 2025, the Theatre is Cool gang reunited in sunny Lisbon for the project’s third international meeting — and yes, it was as exciting as it sounds!
Funded by the Creative Europe programme, Theatre is Cool is all about reconnecting young people with the magic of theatre through social media, influencer collaborations, and bold new strategies in cultural communication.
This time, the hosts were our fantastic Portuguese partners Milenar Media, who welcomed everyone into the vibrant creative hub of Dita Agência. Around the table? Five amazing partner organizations: Associazione ATTI (Italy), Action Synergy and CENTREDU (Greece), Alytus Theatre (Lithuania), and of course, the locals from Portugal.
It was two full days of deep discussions, idea-swapping, and planning what’s next — all with a dash of Lisbon sunshine and a lot of creative energy.
Day One: Sharing the Stage
We kicked things off with each partner presenting their national activities: the wins, the hurdles, the breakthroughs, and the best practices. A big topic? How to keep the community alive even after the funding ends.
A true highlight came from Portuguese actress Joana Brito Silva (aka @_joanabs_), who gave an inspiring talk about the artist’s role in today’s cultural storytelling.
We also heard from two of our superstar influencers: Monica Sperandio (aka @thesensitiveflower) from Italy, and one of our brilliant creators from Lithuania: Vita Sakavičiūtė (@vi.keramika) . They shared what it was like to bring theatre to life on social media, reshaping their digital voices to match the rhythm of the theatre.
Each partner then had the chance to sit down one-on-one with Milenar Media for custom strategy sessions focused on their social media presence. It was an incredible chance to dig into their analytics and sharpen their digital storytelling skills.
Day Two: Eyes on the Future
Day two was all about what’s coming next. We locked in the dates for the upcoming international webinars, which will take place between October and November 2025. These online sessions (6 in total) will feature both live lessons and interactive workshops on social strategies, creator collaborations, and how to boost your cultural brand in the digital world.
We won’t spoil it all just yet… but trust us, you’ll want to sign up. Keep an eye out for registration announcements soon!
Oh, and before we forget: the very first episode of our brand-new “Theatre is Cool” podcast is about to drop!
The spotlight is on Mariana Digueredo, CEO of Dita Agência, who shares her perspective in a lively conversation with Kostas Diamantis from Action Synergy. Mariana opens up about the leap from working with big commercial brands to diving into the delicate world of cultural promotion.
And Now? The Final Act Is Coming…
Theatre is Cool is entering its final phase, but the best is yet to come. Our goal? To leave behind a replicable European model that bridges theatre, youth creativity, and digital languages.
Because theatre needs fresh hands, new voices, and bold new perspectives… and yes! It can absolutely be relevant, powerful, and cool again for the next generation.
Stay tuned. We’re just getting started.
Barbara Intiso
Associazione A.T.T.I.