Developing in the Dark

Developing in the Dark – illuminating stories of support is an analogue portrait photography campaign and exhibition created for Helplines Awareness Day 2026 to raise awareness of the helpline charity sector and reduce stigma around seeking support. Delivered by Helplines Partnership in collaboration with photographer Rachel Brewster-Wright from Little Vintage Photography, the project showcased how helplines transform lives.

The exhibition featured analogue portraits and personal reflections from individuals who had accessed helplines for issues including mental health, suicide bereavement, chronic illness, and so-called ‘honour’-based abuse. The campaign challenged stigma and highlighted helplines as a vital health and wellbeing resource.

Hosted in Liverpool’s Baltic Creative throughout February and March 2026 and supported by an outdoor advertising partnership with JCDecaux (won at the Labour Party Conference 2025), the campaign achieved significant reach and engagement. Nine billboard placements across high-footfall Liverpool locations generated 1.8 million impressions in two weeks.

Digitally, Instagram views increased by 890%, non-follower reach by 2,299%, and LinkedIn followers by 292%. The campaign’s primary call to action, The Helpline Hub, became the most visited page on the website with 3,292 views in February alone.

Beyond awareness metrics, the project demonstrated meaningful impact, with exhibition visitors reporting they accessed support services after attending, and members of the public voluntarily submitting their own stories and images.

Now progressing into a travelling exhibition model, Developing in the Dark has evolved from a local campaign into a scalable national initiative designed to amplify helpline awareness and encourage individuals to seek support.