In Plain Sight was a major exhibition at Wellcome Collection that ran from October 2022 - February 2023. The exhibition explored the different ways we see and are seen by others. It questioned the central place that sight holds in human society through the different experiences of sighted, partially sighted and blind people.

It was crucial that we delivered a marketing campaign with a two-pronged approach to ensure that we had assets that reached seeing, blind and partially-sighted audiences. We did this through partnerships and strategic media buying, with a particular focus on audio-based media.

To ensure that we were successful in our ambitions, I worked with a focus group on multiple elements of the campaign development and collaborated with VocalEyes on the audio-first trailer, which I produced alongside an external animator. To further broaden our reach, I secured a partnership with TikTok influencer and disability activist Lucy Edwards, creating content that reached her 1.8 million followers.

The results were:

• In Plain Sight exceeded its attendance target.

• Our partnership with Lucy Edwards allowed us to reach new audiences and led to positive discussion about accessibility aids in museums on TikTok.

• I delivered a presentation on ‘In Plain Sight? Marketing to blind and partially-sighted audiences’ based on this case study at the Arts Marketing Association conference in 2023.