So, you are wondering which is the right visual for your campaign? When making such a decision, take into consideration the conclusions of cognitive, behavioral science and neuroscience on what makes people care: Provoking an emotional response should be done carefully. People will not respond if we simply evoke their sadness, guilt or fear. In the context of general desensitization, visuals that cause positive emotions - such as admiration, happiness or hope - are most effective.
Make sure that the artwork does not rely on a dry, edifying, dark or aggressive tone, but on the contrary – it connects to a human level by provoking empathy, it empowers and inspires hope. Don’t look for works that simply reflect the direness of a situation, or ‘what it is’ – be more interested in what ‘it could be’. Aim at inspiration, excitement, bringing hope, activation, aspiration.
An effective visual work follows these guiding principles: