Address Unknown is an open international Photo Postcard Exhibition – with a twist Only revealing the photographers at the end All photographs are taken over one year and a The Exhibition shows through a mosaic of the images that year through our eyes, how we see our world and what we want to share. An exhibition that reveals the shared and the different experiences of our world’s cultures and environments. To foster, understanding, tolerance and civic pride it could be great appreciation leading to unexpected acts of kindness and gratitude, and souls could dance for joy.

1. a summary: 2013

2. Key Objectives
create a global project to promote understanding and tolerance through
photographs
an open, international, photographic exhibition, regardless of gender, race,
age or status
create a photographic mosaic of the world through one year, 2012, exposing
the shared and difference of our experiences
raise awareness and funds for a charity; PhotoVoice
regenerate a town centre empty shop unit
put on an world-class exhibition on an international stage
create an inclusive and global project that fosters civic pride

3. Achievements
we attracted 611 photographs from 33 countries and 266
contributors of images
raised £1608.35 in sales of photo postcards, profits to PhotoVoice
were the first empty shop unit regeneration project in Windsor
regenerated an empty shop unit for 8 days (extended by 2 days)
created an innovative exhibition that attracted attention around the
world, from individuals, educational and commercial bodies

4. Statistics and
Measurables
The website opened on January 6th
and had 12,395 unique visitors by
April 6th ’13
The Twitter account has 194
followers
Twitter generated 515 user mentions
The Facebook account has 262 likes
The Facebook account had a weekly
reach of 8,417

5. Focus on our Support
Website presence for our sponsor, the charity and
our contributors
Online awareness created over 3months
Physical exposure over 8 days in The Exhibition
The photo album of the launch, mentioning our
charity PhotoVoice, our sponsor, Loxley Colour, our
patron, Lucinda Lambton, our hosts, Windsor Royal
Shopping Centre, and our supporters Windsor &
Eton Town Partnership was viewed 3,863 times on
Facebook
The online gallery posts have been seen a combined
amount of 5,060 times on Facebook
We averaged 611 views per post on Facebook
We sent 7 email flyers with a 60.5% average open
rate

6. The Exhibition
the exhibition was open 8 days
we averaged 218 visitors a day
the launch was attended by 75 people
we had visitors travel especially to see The
Exhibition from Holland, Russia, Epsom,
Essex, London, Nottingham, Marlow,
Maidenhead
we stayed open till 7 pm on Good Friday and
Easter Saturday due to demand
six educational organisations asked to use our
web resources in their schools - for example,
our online map in geography classes
we were asked to show final year design
students our exhibition display

7. Press and Profile a selection of a range of blogs
on various aspects of the initiative
Photography exhibition brings empty Windsor
Royal Shopping centre unit to life
http://www.windsorobserver.co.uk/news/windsor/articles/2013/04/05/88222-photography-exhibition-brings-empty-windsor-
royal-shopping-centre-unit-to-life/
Address Unknown; Sharing World’s Experiences
Through The Lens http://www.ramonwrites.com/2013/03/gallery-post-address-unknown-
sharing.html
A Powerful Twist in The Reveal http://www.glowmagazine.me/a-powerful-twist-
in-the-reveal/
World Outside Window http://worldoutsidewindow.wordpress.com/2013/03/31/address-
unknown-photographic-exhibition/

8. DeBrief - what we learned
the cataloguing of the photographs and Certificates of Authentication will be overhauled - based on the practical experience of delivering the project this
year
the outreach of contributors will be extended beyond a bias on photographers, and clubs.
a demographic of supporters who will buy the postcards will be built
a cash sponsor needs to be found to grow the project
two sets of photo postcards will be required, so that the collection can be maintained complete and a pristine copy can be sold on site.
a tour for the exhibition will be sought, based on the tangible impact of the experience of the exhibition
‘pop-up’ or regenerating an empty space comes with unique challenges; emphasis on making the location known is of paramount importance
printed collateral, ie flyers, large posters, outside signage is necessary
introduction to the nearby shop units is required before and during the exhibition
access to internet is very important during The Exhibition if possible, for maintaining communication with connections, and promoting the global message
and vision
schools, businesses, and additional media outlets will be actively courted to maximize the potential of the project
other revenue streams can be looked into, ie branded merchandising

9. Summary
We delivered an open international project on time, to budget and exceeded expectations
We delivered the first pop-up regeneration project in the town of Windsor
We delivered a world-class exhibition on an international stage
We raised cash for the charity in a project that complimented their work
We maintained the responsibility we were entrusted with by our supporting bodies
We delivered a positive experience for the participants around the world
We created an inspiring project which can grow, and travel the world promoting understanding and tolerance
whether physically or virtually
We delivered all Photo Postcards to their new owners one week after the exhibition closed
Based on feedback we believe we built and maintained a relationship with our participants
Based on the first experience, feedback and results, we believe the initiative has a future, and will run it for
2013/14

10. Testimonials
So glad we came down today the exhibition is amazing. All those images representing peoples dreams, experiences & pieces from their imaginations. Truly
superb :-) Gareth Williams
Well done on a fantastic event. First time I have exhibited anything like this and received a lovely message from the person who bought one of my images.
Looking forward to next year. :-) Robert Taylor
Maybe next year there might be one in the US too? :) Would have loved to come see, but am just thrilled to have been a part. Thank you for the chance, and I
look forward to sending more next year! :) Tamra Mabe Panton
I put a link to the exhibition on my Facebook page and merely said, "I am so pleased that I have three pictures at this exhibition."
By the evening one of my pics had been bought by one of my newer Facebook friends. How amazing is that? The only hint I gave her was - that two of them
featured boats/ships and were taken in Madeira!! Amazing experience, the whole thing, from concept to inception. Inclusion to success! Thank you everybody
give yourself a big pat on the back!! Simon Wilkinson
Just sold my third and final postcard to a lovely chap called Pierre, he even took the time to get in touch to tell me how much he loved the postcard and he had
a look at my website. This has been a brilliant idea, well executed! Congratulations to all at Address Unknown! Gregor Reid
Really superb quality postcards which showed each photograph at it's best! Kiran Oram
We visited on Saturday and we're made very welcome by Caroline. This is my son Theo for 'his' photo in the exhibition! https://www.facebook.com/photo.php?
fbid=10151609169156754&set=o.142732872542228&type=1&ref=nf
Thank you Address Unknown for the idea, for bringing it into being, for doing all the hard work and organization and for sharing it with us every step of the
way. And thank you all you wonderful friends who helped get Address Unknown Exhibition up and running so successfully. And a special thank you and
gratitude to those involved for all your hard work in sorting out the last minute internet gallery glitch and making the photo postcards available for everyone
everywhere to see. Three cheers! Angela Woods

11. Testimonials 2
"I am over the moon that one of my images has sold, when I saw that it had the other night it gave me such a massive feeling of accomplishment I was buzzing for
hours and dancing around the room like a fool." Robert Taylor
"It was such a pleasure to meet you today! We kept discussing the exhibition long after we left you.." Maria Ershova
Thank you all as well for your hard work and dedication x Mike Shankster
Thank you also to you all for your hard working displaying our images. Well done x Mike Shankster
Thank you Windsor Royal, it was an amazing adventure to participate & follow the exhibition all the way from Cape Town, SA. Edith Coetzee-Anderson
Well I think you did a pretty awesome job getting it all up and running and with such good humour and patience too. You are very professional, thank you for organising
it, I'm very pleased to be part of it...sold or not : ) Vicky Martienssen Slater
I was so happy to know my photo have sold for charity in Uk. Pei Yeou Bradley
Really enjoy gong on the online Gallery of "Address Unknown", pressing "slide show" and then setting the pace to what I want for viewing each photo. There's such a
wonderful collection and it's great fun trying to work out the different countries involved from the photos. Loxley Colour are to be congratulated in doing such a brilliant
job of turning all the photos into postcards. Angela Woods
Received my Address Unknown postcard through the post yesterday. This beautiful photograph by Melanie Gow has now been pinned to the board above my desk.
Now every time I look up from my work I can remember the inspirational exhibition, and Mel's compelling picture. Can't wait for next year... John Pring
Congratulations! What an inspiring initiative I hope it is the start of a wonderful tradition. I hope to participate and support in some way next time Bravo! Janie Meikle
Bland