Renowned PR Image Award given to Cotton Made in Africa

As it was announced in Hamburg yesterday, two photographs from the "Albert Watson: 14 Days in Benin" exhibition have been awarded with the renowned "PR Bild Award" (PR Image Award). A jury of selected journalists and PR experts selected the pictures from among more than 1,700 photos submitted. The exhibition in the Cologne-based Rautenstrauch-Joest Museum from 28 April to 28 June 2013 had been initiated by DEG and Ernsting's family.

The picture of Boukari Kaoulatou won the award in the category portrait.

Albert Watson, an icon of fashion and advertising photography, met the 21-year-old woman during a festival of the Peuhl people in Péhunco. The Peuhl people are an ethnic group in Benin.

The stunning close-up of a cotton boll has been awarded with the second prize in the category product photography.

Watson's photographic journey provided insight into the world of the CmiA (Cotton Made in Africa) smallholders. The initiative, promoted by DEG, advocates the cultivation of sustainably produced cotton in Africa, thereby improving the living conditions of currently 435,000 smallholders. In the year 2012 alone, around 20 million CmiA certified garments were sold.

The photographs illustrate the social objectives of the CmiA initiative without using visual stereotypes of rural Africa. In addition to the cotton harvest, which was underway during Watson's two-week journey to the West African country, he also visited traditional markets, schools, festivals and a regional king to take pictures of the people under the CmiA initiative.

Further information

PR Image Award (German)