Equinox was commissioned by the Heritage Lottery Fund to create a high profile event in Wales to start the debate around identity to highlight the importance of heritage.
Equinox came up with the idea of DNA of Heritage in Wales because the concept of DNA is synonymous with understanding our roots. A series of regional events started the debate and culminated in the main event in Cardiff in November 2004.
The “DNA of Heritage – Who Do We Think We Are?” was the first event of its kind in Wales and capitalised on the work Equinox was already undertaking to celebrate 10 years of the National Lottery.
Four regional road-shows were organised in Llandudno, Newtown, Llanerchaeron and Aberdare each addressed by guest speakers, and other Heritage Lottery Funded projects were also showcased. Events were filmed and the videos shown at the main DNA event at the BBC Studios in Cardiff.
Here more than 200 opinion formers gathered to explore heritage in a debate hosted by Roy Noble OBE. Equinox also commissioned performers from the Mark Jermain Theatre School to introduce each section through tableaux and music.
The DNA project was a resounding success in terms of media coverage, attendance at each event and engaging new audiences.
Coverage included over 25 press features, 15 radio interviews and nine broadcast news items including BBC Wales Today television and BBC Radio.
Rave reviews flooded in from attendees and participants and all agreed that the campaign had significantly raised awareness of heritage and improved the Heritage Lottery Fund’s profile regionally and nationally.