Safer Dance X Inclusivity Community Fund
Safer spaces, stronger communities
Partnering with purpose-supporting a powerful safety initiative from our hometown with strategy, outreach, and execution.
Strategy
Web Development
The Challenge
Safer Dance is a Birmingham-born initiative focused on making nightlife safer for everyone-staff, stakeholders, and attendees alike. Backed by a £15,000 grant from the Inclusive Communities Fund, the programme was inspired by the values of the 2022 Commonwealth Games: unity, well-being, and regional pride. Ninetyfive was brought in to support the project from the ground up-handling event consultancy, web design, and promotional strategy. With a sensitive but powerful message centred around a zero tolerance approach to sexual harassment, it was essential to balance education with engagement.
Overcoming Barriers
- Coordinating with busy venue owners and managers during an already congested events calendar
- Ensuring all messaging remained consistent, impactful, and sensitive across touchpoints
- Effectively engaging student-led communities through key venue partnerships (including BCU)
- Balancing brand tone with serious messaging - driving awareness without diluting the core message
Our Process
Strategy & Consultancy
End-to-end planning support for venue outreach, educational visits, and timeline mapping
Web & Digital Support
Landing page and content updates, paired with technical support throughout the campaign
Outreach & Promotion
Multi-channel comms strategy targeting venues across the West Midlands, supported by PR contractors and internal content distribution
Stakeholder Management
Liaison with third-party partners, funders, and venue teams to maintain project integrity and delivery timelines
"Working with Ninetyfive was seamless from start to finish. They understood the sensitivity and importance of our mission and delivered with care, creativity, and precision. Their strategy and support helped us reach the right people, in the right way, at the right time. We’re proud of what we achieved together."
Sam Hennerley, Safer Dance
The initiative made a strong regional impact, gaining widespread media attention and support from influential figures. It successfully engaged key venues, delivered a standout event experience, and sparked meaningful conversations around creating safer, more inclusive nightlife spaces.
Venues Reached
Grant Backing
Campaign Coverage
Crooked House
DNB Collective