The cheque presentation is not CSR Photography
Here’s a great example of why the cheque presentation image is not CSR photography or contributing to your objectives.
A few weeks ago I was having lunch with a client and at the end of the lunch while we were waiting for the bill he checked his phone and was scrolling through his LinkedIn feed when he came across a ‘cheque presentation’ photo that have been posted by one of his suppliers. Looking at the amount being handed over by a beaming executive prompted an outburst of emotion “That explains why they charge us so much!”
My companion was clearly not impressed, didn’t understand or had any interest in the CSR initiatives of one of his big suppliers, which means that if the post was intended to build trust and convey the socially-minded actions of the company in question, they had failed. A client couldn’t see past the sum of money and equate that to what he was being charged – but that was because the company posting failed to tell a compelling story.
The cause they were supporting was actually a very good one. They were helping to fund childcare services and education for the families of textile workers in India. However, it was the value of the cheque without any images that explained the cause it was for which had rankled the guy that I was sitting next to.
As Simon Sinek says start with ‘Why’. When you’re thinking about your visual communication strategy start with ‘why are we supporting this cause?’. Your visuals should then explain why, rather than how much you’re donating.
When you start with ‘why’ your story will be different and you won’t need to show the image of the cheque being presented because you’ll be showing the cause that you actually support and the impact that donations have.
Andrew Cameron – Sustainability Comms and CSR Photographer
I am a documentary photographer who work with businesses across all sectors to help them communicate their CSR and sustainability initiatives in action.
I work with my clients to create compelling visual stories that support employee communication, investor relations and external stakeholder engagement.
Find out more about the services I offer here.
You can also download my PDF booklet, Sustainability Communications, which explains how the picture superiority effect can help you achieve your sustainability and CSR objectives.
