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World Theatre Day was initiated in 1961 by the International Theatre Institute (ITI). It is celebrated annually on the 27th March by ITI Centres and the international theatre community. Various national and international theatre events are organized to mark this occasion. One of the most important of these is the circulation of the World Theatre Day International Message through which at the invitation of ITI, a figure of world stature shares his or her reflections on the theme of Theatre and a Culture of Peace. The first World Theatre Day International Message was written by Jean Cocteau (France) in 1962. It was first in Helsinki, and then in Vienna at the 9th World Congress of the ITI in June 1961 that President Arvi Kivimaa proposed on behalf of the Finnish Centre of the International Theatre Institute that a World Theatre Day be instituted. The proposal, backed by the Scandinavian centres, was carried with acclamation.

Ever since, each year on the 27th March (date of the opening of the 1962 "Theatre of Nations" season in Paris), World Theatre Day has been celebrated in many and varied ways by ITI National Centres of which there are now almost 100 throughout the world.

Each year a figure outstanding in theatre or a person outstanding in heart and spirit from another field, is invited to share his or her reflections on theatre and international harmony. What is known as the International Message is translated into more than 20 languages, read for tens of thousands of spectators before performances in theatres throughout the world and printed in hundreds of daily newspapers. Colleagues in the audio-visual field lend a fraternal hand, more than a hundred radio and television stations transmitting the Message to listeners in all corners of the five continents.