Compelling Images in Advocacy


Do you remember a quote from the last article you read online? How about the last funny GIF you saw? Most likely, one comes to mind before the other. Images have a strong emotional factor and those emotions have a powerful pull on us. It comes as no surprise that messages with imagery perform exponentially better that those with plain text. In fact, 40% of people will respond better to visual information.

When it comes to your advocacy messaging, using visual platforms such as Instagram and Pinterest could be key to your campaign's success.


  • You may not become "Insta-famous" overnight, but you can certainly see spikes in engagement. Take Advocate Health Care as an example: less than two months after joining Instagram, it became clear that they got the most engagement when people had the least amount of work to do. Reading something takes a lot more effort than simply viewing a photo.
  • What's most important, of course, is sharing great photos. This includes having a good eye for the right angles, a good camera phone that allows for timely updates, and some photo editing skills. In advocacy, people need to relate to your cause. Most people relate to other people, so sharing images of fellow advocates or events will resonate better than a campaign without a face.
  • Think about how a user-generated campaign could benefit you. Yahoo!7 and Goulburn Valley's #100DaysofAwesome campaign filled their Instagram feed, creating a social hub they could tap into. Harnessing the best content is the surefire way to maximize engagement, drive interaction and boost traffic to campaign pages.


  • Pinterest boasts a visual storytelling format that showcases news and ideas, perfect for advocacy communications. The real strength of this platform, however, lies in its referral activity. It generates more traffic for websites than Twitter, Google+, YouTube, and LinkedIn combined.
  • By pinning riveting, visually compelling images you can show how your organization makes a difference. UNICEF turned the platform on its head by using its wish list capabilities to spur a provoking discussion about the basic essentials of life.
  • Lastly, engage with your followers. Re-pin, comment and invite your advocates to pin to your boards where appropriate. This can be especially useful for boards that feature a call to action or ask for donations, such as Opportunity International's Mother's Day campaign.

Ultimately, the quality of your content will drive the success of your advocacy campaign and these platforms are just a few in your digital toolkit. Interested in learning about other tools? Check out our resources on the Digital Advocacy Institute's website.