Buds Theatre sets the scene with new communications partner

Singapore-based non-profit theatre Buds Theatre has appointed communications and public affairs firm SW Strategies as its official communications partner.

The partnership, running pro bono for twelve months until December 2026, will see SW Strategies provide media relations, content support, and stakeholder communications for Buds Theatre initiatives in Singapore, Malaysia, Indonesia, the Philippines, Thailand and Vietnam.

The aim of the appointment is to raise the theatre group’s profile, strengthen engagement with audiences and partners, and expand the reach of its programmes across the region.

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Buds Theatre runs initiatives including Buds Youth Theatre and a range of education and outreach programmes designed to equip young people with creative and transferable skills. Its flagship programme, the Asian Youth Theatre Festival (AYTF) Movement, brings together youth theatre groups and artists from across Asia through performances, workshops, dialogues and exchanges.

Since 2016, AYTF has engaged more than 1.5 million youths from Singapore, Malaysia, Indonesia, Brunei, the Philippines, Laos, Cambodia, Myanmar, Vietnam, Thailand, Japan and Bangladesh.

As part of the collaboration, SW Strategies will handle media outreach, donor- and sponsor-facing materials, and social media support.

Jose Raymond, founder and managing director of SW Strategies, said the partnership reflects the firm’s ongoing commitment to supporting at least one non-profit organisation on a pro bono basis each year. “Buds Theatre has been a nurturing ground for creative talent and a strong advocate for socially conscious storytelling, and we are honoured to support them and amplify their very meaningful work in the Southeast Asian region,” he said.

Claire Devine, co-artistic director of Buds Theatre, added “SW Strategies’ pro bono partnership will be instrumental in amplifying our initiatives in Singapore and across Asia. They will help us strengthen our voice, engage new audiences and partners, and bring greater visibility to our programmes. We are honoured to collaborate with a team that shares our belief in the transformative power of the arts.”

The partnership adds to SW Strategies’ growing portfolio of clients. Just last month, the agency was appointed by Global Switch to lead Singapore communications and engagement efforts. As the appointed agency, SW Strategies will support Global Switch through a dedicated communications programme focused on strengthening brand visibility, elevating market positioning and expanding its thought leadership within Singapore's digital infrastructure industry. 

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