The Big Picture was an innovative arts project run by Audiences Central for Arts Council England: West Midlands in 2008. It was created to build a detailed portrait of the West Midlands, its people and communities.
The Big Picture wanted people from the West Midlands to take and submit photos to an online gallery to create the largest photo mosaic in the world.
Rewired was appointed to deliver a high-profile media campaign to increase audience participation.
Our media campaign targeted radio, television, regional press, national and international press and online media.
High-profile stunts and roadshows were designed to grab attention and engagement across the region.
We worked alongside The Big Picture project manager to support the media partnership with the BBC and feed regular news opportunities through to Midlands Today.
Creative, interesting news stories and hooks were developed across the six month campaign to actively involve the press.
Between January and June 2008, 112,000 photos were submitted to the online gallery.
Every single image was used to create the world's largest photo mosaic - making everyone who submitted a photo a joint world record holder.
Public participation exceeded expectation and the target number of photos needed to break the world record.
Coverage was secured in both national tabloids and broadsheets including The Sun and The Times, as well as international media
The total Advertising Value Equivalent (AVE) came in at over Â£4 million.
"A refreshingly different PR agency with huge talent, immense dedication and a personal but professional attitude to work. Ruth and her team have been an absolute pleasure to work with and have gone beyond their original remit on this project, delivering outstanding results and adding value at every stage." Kerry Endsor, The Big Picture Project Manager.