ZoieLogic’s Annual Report 25
Mass dance: Creating big dance floors
This article is part of our Annual Report 25, tap below to see the full report
Mass dance is where we go big – really big. In acts of epic collaboration, we transform public spaces into joyful dance floors, bringing together people of all ages, backgrounds and experiences to move as one. It’s about the buzz of the crowd, the beat of the music and the shared energy that comes from creating something unforgettable together.
These large-scale events are moments of connection, celebration and pure, unfiltered joy. Whether it’s 50 or 500 people, Mass dance is a bold invitation to take part, take up space and feel the power of unity through movement.
1. Co-Design and Community Voice at the Core
Our landmark mass dance programme, The Big Movement, was, from the very beginning shaped by men. Over 12 monthly steering group sessions, a core group of 20 men consistently co-created with us to shape the programme’s identity, structure and engagement plan.
This model ensured that the evolving programme was not just for men but with men, honouring lived experience and amplifying diverse voices. Bespoke adult dance sessions through The Collective offered an ongoing opportunity for men to engage physically, creatively, and socially.
2. Laying the Groundwork for Cultural Shift
2024/25 was a pivotal year for research, development and strategic planning. A choreographic R&D phase with national experts laid the creative foundation for future work, and a launch event at MAST Mayflower Studios gathered stakeholders from across civic, business and cultural sectors.
Alongside this, two digital outputs and a bespoke website amplified the campaign’s advocacy reach. Notably, national recognition came via a feature on The One Show as part of the LET’S DANCE campaign, positioning The Big Movement as a bold new vision for how dance and men’s mental health intersect.
“I feel energised for the rest of the day. I feel more connected to both familiar and new faces of men in my city. Feel valued and warm”
— Steering Group Member for The Big Movement
“We’re proud to be partnering with ZoieLogic Dance Theatre to provide more opportunities for men to move more for positive mental health, and take another step towards a world where anyone who is experiencing a mental health problem has access to the support they need.”
— Sally Arscott, CEO of Solent Mind
Watch our Launch Film for The Big Movement
3. Strategic Partnerships and Inclusive Growth
New city partners joined the movement – Solent Mind, ManGang, Saints Foundation, Abri, Mayflower Studios, Mettricks and Forth Engineering. These collaborations span mental health, housing, culture and engineering, signalling a wide appetite for creative, preventative approaches to wellbeing. A unique workplace dance activation for men, delivered in partnership with a corporate business, pushed dance into new territory changing perceptions and challenging stigma in traditionally male-dominated environments.
4. Mental Health and Movement Intertwined
The Big Movement is designed to support men’s mental health by combining creative expression with opportunities for connection and conversation. Alongside The Collective, 33 men engaged in community workshops, reaching groups including the Army Welfare Service in Marchwood, Abri residents in Mansbridge and offering accessible public tasters such as Let’s Dance.
Complementing these were three open-access social events that blended creativity, guest speakers and networking, ranging from a spoken word night for International Day of Happiness to a festive dinner and a talk on grief awareness. Twenty seven individuals participated, with representation from six local partners and community organisations, creating welcoming spaces for dialogue and community-building.
A performance at the Southampton Christmas Light Switch-On marked the project’s first public moment to an audience of 4000, a symbol of what’s to come.