This is the first part of three part series about Media and the use for NGOs in their communication.

Last week i was writing about the project ‘Starved for Attention’ that MSF published recently in cooperation with the VII photo agency. They claimed to communicate the case of malnutrition in a new visual language to give it a fully new perspective and i was disappointed with the first published story by Marcus Bleasdale as it again was a series of b/w pictures from hospitals. The question is what is visual language and how can a NGO use it to get their message across. This little three part series will be about that, about the possibilities of visual language, the different types of media and what their advantages and disadvantages are plus as the last part, how to to use this media for different communication purposes. First starting today with some general thoughts on visual language.

WHAT’S THE STORY?*

Before we start thinking here about different ways of visual language, we have to think of the different stories that might be told. As a NGO there are different stories that are to tell with different purposes. When you take the example of ‘Starved for Attention’, this is all about creating awareness for the problem of malnutrition. Now there are different angles to approach that story. From the MSF staff to people affected. One of the big problems with all this crisis stories about starvation, war and IDP camps is that it is full of stereotypes. We have seen stories about that for years and (even when done with best intentions) it is hard to find an audience for this with the same dark B/W pictures on and on again. But more about that later.

Another purpose for and NGO could be to tell about their work to show people what actually happens with the money they donate. Most of the time this focuses on the projects, shows the relief it brings and maybe also that there is still need for more help.

A bit excluded from that is often the media that is used for campaigns like posters, brochures and so on. This is about advertising and the easiest way is to have some staged pictures or a clear concept for this purpose as it allows you to articulate your message really precise. This is a small line between capturing reality and something arranged. Something also worth to think a lot about.

Now after some thoughts on different purposes let’s think a bit of how to capture it for your use.

THE COLOR VS. B/W DISCUSSION*

As photographers, videographers and multimedia producers the visual aspects are how we tell stories. And for all of you that read this blog a bit more regularly, i’m a big fan of b/w photography, but at the same time a big critique for it’s use in some contexts. B/W has a big advantage and that is simplification. With taking away the aspect of color it is often easier to read, to focuses more on the basic aspects, in short, it is puristic. But as i said before it is especially in the context of Africa (sorry for this generalization) a widespread way to tell all those harsh stories that i believe makes many put it in a box. I’ve seen that before, another crisis in Africa. So the question is, can B/W be useful to tell your story or does it maybe takes the attention away as it’s use get’s all those stereotypical stories running. At the end it is about what you show and i’m a big fan of B/W use in many ways. It is just something to think about as it has a big influence on the atmosphere of your story.

WHO DO YOU WANNA REACH WITH YOUR STORY?*

The use of visual language is also as an NGO depended on who you wanna reach with your story and what you want to tell. While it might work well to have a set of B/W pictures or a video with someone telling you through a devasting story published when you want to point to a situation in need, it might in no way be the story you want to have out when you want to tell about your work there. The audience you want to approach with your story and what you want to tell them is from major importance. Quite obvious, right? But that also tells us that there is nothing like the perfect way to cover a situation. And it is important to think about the purpose of your story before you cover it. It’s not about going there and taking some snaps. Don’t forget, your media is maybe your most powerful tool to communicate and reach people directly and emotionally.

THE POWER OF PERSONAL STORIES*

I truly believe that most people want to be educated about a situation. One powerful and emotional way is to tell personal stories, like MSF did in there ‘Condition: Critical’ project. Let people tell their stories. It gives the audience the chance to connect (Way more than if you give overall facts of the situation. Numbers are abstract!) and more understand the situations they live it. It is not done without any facts maybe, but first of most people get attracted by an emotional impact. Beside the fact that giving the people a voice is in my personal opinion one of the major ways to show respect for their situation.

This can only be seen as a short introduction into the subject, some basic considerations and of course there are many more things to consider when thinking of visual language and how it could help you to tell the stories and connect with your audience. The next part (online next monday) will be about different types of media and the advantages and disadvantages they have.