Need Effective Photos for Humanitarian Advocacy? Nine Tips to Get You Started

There's no denying the power of video, particularly on social media, where Instagram Reels and Stories dominate viewers' attention. However, I'm here to argue that still photography can also play a vital role in shaping brand identity, generating empathy and driving engagement. Don't overlook it in your enthusiasm for video.

In just a split second, a photo can communicate a message, a story or a call to action. Every time I walk past my neighbourhood newsagent - it doesn't matter if I'm running to catch the bus or walking home from work, deep into a podcast - my brain never fails to register the photo on the front page of the New York Times displayed there.

Who can forget the devastating photo of two-year-old Alan Kurdi snuggled up as if for a nap on the beach in Turkey? The stunning image of the drowned Syrian refugee baby put a face to all the refugees trying to reach Europe in 2015, and galvanized action to help them.

Or the controversial Pulitzer Prize-winning photo of a vulture ominously hovering over an emaciated, starving child taken during Sudan's 1993 famine.

The heartbreak inspired by each of these images brought the world together in collective empathy for people who are all too often completely forgotten. These two photos are reminders of the power of photography to drive social change.

So, how can humanitarian organizations harness that power effectively in a time of shrinking budgets and compassion fatigue?

As a photo editor for a humanitarian organization, I've worked on and placed many photography projects in global media. Here are some tips to help humanitarian agencies capture and use effectively photos that move people to action.

Nine Tips for Using Effective Photos for Humanitarian Advocacy

1. Smartphones have sparked an enthusiasm for photography that's not always matched by skills. Make the most of your staff members who are already on the ground. Train them to take better photos — and to understand the rest of the process that ensures their dramatic photo actually gets seen by the world. I'm talking about the post-production — editing, captioning and filing images — that non-professionals may not know about.

2. However, in an emergency — war's just broken out, a hurricane has hit — invest in a professional photographer. The same goes for a visit of a celebrity who has the power to attract attention to your cause. An experienced photographer who's used to working in the chaos of mass displacement can capture compelling images that highlight your organization's work and resonate with audiences worldwide.

3. It's a fact of life that you need to move quickly to raise the money your organization needs to help people. Getting a professional photographer on the scene in the early days — while the world is already paying attention — can be a smart investment. Their images can be used for years to come.

4. Increase your chances of success by having a clear idea which audience you are trying to reach, the products you hope to produce, and the publication platforms you'd like to use.

5. Choose a professional photographer whose work editors like to publish. Gauge interest ahead of time — and try to stimulate it — by keeping in touch with editors.

6. Photos need to be part of a coherent messaging package. Get agreement inside your organization on the key messages that photos will illustrate.

7. Give the photographer clear direction, while remaining flexible. Give them a detailed shot list and a clear brief outlining technical and content expectations. This helps ensure meaningful content.

8. Guided by your organization's ethical standards, make sure the photographer understands the importance of getting consent from photo subjects. Your organization is there to help, not exploit the people whose picture may be used for fundraising or advocacy. The well-being of the subject should always come before the story.

9. Track how and where images are used, along with engagement metrics. Such data will help you make the case for investing in professional photography in the future.

A successful photo mission should result in more than just captivating images—it should drive meaningful outcomes like media coverage, fundraising support, and a lasting visual narrative for your organization. If planned correctly, it can provide strong evergreen material for a multitude of publications and media placements.

The views expressed are those of the author.

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Written by Suzy Hopper Photo Editor at UNHCR | Suzy is a storyteller in pictures and words. She's passionate about using communication as a tool for social justice and to improve the lives of refugees and others.

Cover image by UNHCR/Colin Delfosse

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