Emotion
Great campaign pictures evoke an emotion in the viewer – delight, anger, sympathy, curiosity – and a desire to do something or find out more
People
People photographs will always do well. Faces are good, showing emotion is even better. Show people being active, getting involved, interacting with their environment
Animals
Photos of animals do well, too. Especially cute ones
Clarity
Make sure your images are graphically strong – bold, clear and uncluttered. Particularly for online images, close-ups and tight crops are better than long shots or landscapes without a strong focus
Impact
Highlight the value your cause is offering. Use images to show problems, offer solutions, and focus on the people you’re helping
Copyright and licensing
Every photograph belongs to someone, usually the photographer. Without their direct permission, you can’t use it. So make sure you know the licensing for any image you want to use.