Wellcome Photography Prize 2020

Agency: Wellcome

Holding on to Daddy

Benji Reid

Manchester, UK, 2018

We developed a media relations campaign to showcase the Wellcome Photography Prize 2020 and highlight Wellcome as a leader in mental health and their commitment to global health. Through traditional media outreach, and challenging typical content published in medical media, the campaign achieved high profile coverage in both mainstream and health media, including feature pieces in both the BMJ and Lancet. Coverage included profile interviews with the prize judges, Wellcome representatives and photographers. The campaign successfully showcased photographs portraying mental health in a new and inspiring way, tackling the stigmatising misconceptions of mental health and greatly broadening the visual representation of mental health in global media.