As part of OMD UK’s Future of Britain Project the British public has been encouraged to help create a photographic record of everyday life in Britain which will be promoted via digital poster advertising later this summer.
Reportage by Getty Images photographer Peter Dench has been commissioned to create the visual record of life in austerity and will be touring the country to record the UK’s variety of people, their attitudes, lifestyles, relationships and interaction with the environment, technology, work and leisure.
In particular, Dench will be seeking out people and locations which don’t normally feature in representations of Britain, with the aim of creating a collection of images truly representative of British people in 2013.
“As a photojournalist, I have had the privilege to work on assignment in over 50 countries across the planet, but it is to Britain I consistently point my lens. It is my passion and my home, and its people are the ones I want to understand most,” remarked Dench.
Dench’s progress can be followed by the public via his Twitter feed (@peterdench) with members of the public invited to suggest locations or ask to be photographed via the hashtah #britfuture. The images will be collated on the projects dedicated blog site, with the images also to be shown at an exhibition later this year.
Digital poster sites managed by Clear Channel will promote the project and the OOH ads will challenge the public to ‘Take Part in our Portrait of Britain. Tweet Pete to come and take photos in your area @peterdench’.
Dench added: “On my photographic travels across the country I have found the current austere economic situation, has made people more open to share their predicaments and concerns. Britain is a country unsure of its identity, a nation of culturally diverse, stoic people determined to make the ‘best of it’ for their family, and where possible have a good time, along the way.”
The project forms part of OMD UK’s launch of the Future of Britain, a major research programme exploring the future shape of the country’s consumer society following the recession and changes to population and demographics.
Chris Worrell, insight director at OMD UK, commented: “Future of Britain aims to provide a guide to a new consumer landscape; the association with Reportage by Getty Images will enable us to bring to life some of the fascinating truths unveiled by the study and provide an historic archive for the future.”