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CEWE x National Trust
Boosting wellbeing through photography
MISSION:
CEWE, Europe’s leading photo printing company, is committed to sharing the wonder of photography with both seasoned professionals and enthusiastic amateurs around the world.
Ahead of Mental Health Awareness Week, CEWE wanted to encourage people to get outdoors, enjoy the beauty of their surroundings, and experience the wellbeing benefits of a ‘photo walk’ as part of a brand-new campaign.
Working closely with CEWE’s in-house team, and in partnership with the National Trust, we delivered an engaging PR campaign that invited people to visit National Trust locations across the UK to interact with nature, explore the joys of photography, and boost their mental health.
Approach:
To help create a news-worthy hook for media, and get people talking about the mental health benefits of photography, we commissioned brand-new research to explore the links between spending time outdoors and people’s wellbeing.
The research findings - which revealed why ‘photo walks’ are the new wellbeing boost - were brought to life through a national media launch and broadcast day with Dr Graham Wilson, therapeutic photography course leader at the University of Oxford.
The broadcast day highlighted key research statistics, including how 91% of Brits believe spending time outdoors has a positive impact on their wellbeing. This was supported by Dr Wilson’s extensive expertise on the subject, as he discussed how combining outdoor activities with photography can have a lasting restorative impact on people’s mental health.
To complement this activity, we also organised a press and influencer photo walk at the National Trust’s beautiful Ham House. Through the resulting social media coverage, the event helped to demonstrate how photography helps individuals connect with nature, focus their minds and express creativity - with the aim to inspire others to follow in their footsteps.
HIGHLIGHTS:
With its focus on mental health and wellbeing, the Photo Walks campaign perfectly captured the importance, value and beauty of photography, and how embracing creativity can help to boost positivity.
The national PR campaign secured 29 pieces of coverage, including 19 broadcast interviews, with a total reach of 21m. High-quality coverage across key media outlets - including BBC London and BBC Oxford - provided a brilliant platform to communicate the campaign’s key messages, leverage the academic expertise of our media spokesperson, and drive public engagement.
By inspiring people to pick up their camera, take in the great outdoors, and capture the moment, CEWE further established itself as a leading advocate for the joys of photography.
COVERAGE ON PHOTOGRAPHY NEWS