9.1 IMAGE GUIDANCE
On the following page, you'll see a bank of images that show how we can bring to life the four different themes of our work. For example, mother and baby images or portraits of former FGM/C cutters work well for Healthy Women; images showing people fetching water can be used in Water & Disease Prevention; images of nurses work well for Healthworkers & Training; and images that show our innovative approach to problems, such as mobile ambulances, are ideal for Pioneering Healthcare.
Photographic images
There are four different types of image that should have a place in our creative campaigns. In the following pages, we explain what they are and how best to use them. Every content-gathering trip should aim to include examples of them all.
Our four types of image are: Portraits, In Action, Landscapes and Context, and Objects.
Most images can belong to more than one category: for example, some portraits will include a little context, which is great. In any campaign, it's always good to try and include a mix of to-camera portraits so we get a sense of the person featured, a shot of that person in action, some context, and any significant objects in use (if they are key to the story). It's all about telling a "round" story – always bearing in mind our organisational commitment to ethical storytelling and representation. You can find further guidance on this in our Ethical Storytelling Best Practice Handbook.
