To encourage new young audiences to experience theatre, the Arts Council’s A Night Less Ordinary scheme in association with Metro offered over half a million (618,000) free theatre tickets to anyone under 26 at more than 200 venues throughout England. In this video Jane Finnis, Culture 24, Jake Orr, www.ayoungertheatre.com, Susan Whiddington, Mousetrap Theatre Projects and James Mackenzie-Blackman, National Youth Theatre of Great Britain explore the insights and initiatives learned from the project about dealing with the challenges of attracting young audiences including organisational structures, social media and working with schools, families and youth groups.