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Often, the word “community” and “sustainability” are interlinked in 21st century development approaches. Most development communicators have focused on top-down communication strategies and used various means to diffuse the message to the target community. However, with the change in media landscape today, the challenge is how to select the “right” communication application to foster the behavioral and cognitive sustainable changes in their own community. This research aims to investigate theatrical performance as sustainable communicative means demonstrating environmental issues and the concepts of sustainable development among high school students and Chiang Mai University students. With the application of “Devised Theatre”, the process provides a space to investigate the attributes, characteristics and development of community theatre on how it reflects the concept of communication for social change. The research, therefore, examines the outcome of this creative social application tool and utilizes Practice as Research (PaR) a research methodology. The result will reveal the following: (1) how dramatic arts can be an effective means of social marketing to raise “awareness” on environmental issues; (2) how the performance raises environmental awareness in not only physical and psychological phases, but also spiritual dimension as a learning process among the participants, and (3) the sustainability of theatrical social application tool in which the participants of devised theatre project (devisees) can become the devisors in order to form new generation of the devisees—the teenage audience.

journalism and mass communication

Theatre Arts as Social Marketing Application Tool: Sustainable Development Approach to Diffuse the Environmental Message to Teenagers in Chiang Mai, Thailand