As digital photography gained popularity, companies making film and providing developing services noticed declines in the number of prints people made of their pictures even though they were actually taking more photos. They came together as a consortium led by Fuji Film and enlisted Rosica to help communicate why physical prints of images are important. Rosica created educational materials about taking and preserving photographs, sponsored photo contests, provided tips for scrap booking and secured media coverage among other initiatives. PicturesMatter.com became a go-to resource for both beginners and experienced photographers seeking advice on traditional and digital methods of taking pictures.
We recommended enlisting the services of child psychologist Dr. Kenneth Condrell who we identified as an expert that could act as a spokesman to explain why children need to view printed photos as they grow to enhance their self-esteem and sense of family. Rosica recommended conducting a national Harris Poll commissioned by PicturesMatter.com that supported Dr. Condrell’s belief. We coordinated the survey and publicized the results. The PicturesMatter campaign generated hundreds of millions of media impressions with coverage in major magazines as well as national and regional newspapers including a cover story in USA Today. The campaign is credited with increasing photo printing at retail by 8% within the first year.