'Activating' a BowerKit means you'll be able to send it to journalists. They will then be able to view and download the content in order to publish a story.
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To activate your BowerKit, simply head to the BowerKit and click the 'Activate BowerKit' button:

You will need to include a photographer credit and have a subscription in order to activate a BowerKit. BowerKits without a photographer or subscription cannot be activated.