WHY I MAKE CAMPAIGNS
- Thom Pierce
- Jun 13
- 3 min read
Updated: Jun 15
I have always searched for meaning in photography and no matter which route I take it always comes back to making a positive impact in people's lives. This can be done in the studio by creating a beautiful portrait that captures something about the individual that they don’t see themselves, but photography can also be used to tell stories that change lives.
When I talk about campaigns I am referring to photographic projects that are about a specific subject matter, usually a human rights or environmental issue, and are made with the intention of raising awareness or campaigning for positive change.
I have been making photography campaigns for over ten years now. The immediacy of an engaging portrait can create an empathy link that is so powerful it can draw the casual observer into the life of a stranger in a second. And from there the story can be told, expanded upon and a connection can be created that builds support or outrage for a critical cause.
The importance of photography in the undertaking to tell human stories should not be understated. The diverse ways in which a single image can be disseminated is, in itself one of photography’s greatest strengths. A photograph can peer down from a billboard, look out from the walls of an exhibition; or stretch out across the pages of a magazine, newspaper or website. It can casually occupy social media or formally inhabit the pages of a coffee table book. In each format there is the possibility to tell the stories that need to be heard.
Some of the projects that I have been lucky enough to be a part of have made a real impact. Some have actively changed peoples lives and others have merely raised the public profile of an important issue.
I often find that when organisations approach me to make a campaign for them they really don't know what they want or what they need. Through years of experience I have developed a good understanding of what is effective, so I have put together a package that stands as a good starting point for most advocacy initiatives.
When we are making a campaign the purpose is clear. There is a message that needs to be heard, there are people whose personal stories can give life to the message; and there is an audience, with agency, that needs to hear it.
We need the project to have a variety of stories that illustrate and expand upon the message. We want each story to stand alone as a valuable testament, and to work together as an overarching narrative. But we don't want the project to be overwhelming.
Thom Pierce Studios - Campaign Package
What you get:
Research and concept ideas for a unique, powerful campaign.
A 500 word introduction to the campaign
16 human stories, each one consisting of:
a selection of powerful portraits
a short video interview
300 word written story
16 printed portraits for exhibition with mounted captions
30 Social media posts
A long form article ready for publication
A photographic essay with short introduction ready for publication
A dedicated page on my website
To make budgets easy the package cost covers all travel, accommodation, equipment and incidental costs. Licensing costs for the use of the content, perpetually and globally, are also included.
Human stories that illustrate an injustice or an inspiration can carry a message for positive change. These stories are the best way to connect us, teach us, build tolerance and respect. They cannot be replaced by AI, and, through photography, they have the ability to reach people who need to hear them.
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