IWM holds approximately 11 million photographs covering the cause, course and consequences of modern conflict from the First World War to present day.

Our collection primarily covers the activities of British and Commonwealth forces in times of conflict from official, press, and private perspectives. The collection includes international perspectives on war and conflict and includes military and civilian voices.

Images in Action

Fever Tree London Underground advert featuring photograph Imperial War Museums archive

Fever Tree licensed a First World War photograph from the IWM collection for their marketing campaign, which included posters on the London Underground. The campaign, which raised money for a malaria charity as well as marketing the brand, made use of the less restrictive policies we have introduced around colourisation and advertising. 

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