Team Q&A: Amanda on the Role of Storytelling in Purpose-Driven Campaigns
As she marks one year with our team, Amanda reflects on how visual storytelling strengthens purpose-driven campaigns and helps connect personal stories to broader social change.
With over 15 years of experience documenting social movements across the country, Amanda began her work in 2008 covering the aftermath of Oscar Grant’s killing, student protests against tuition hikes, and the fight for marriage equality.
After relocating to New York, Amanda partnered with Righteous Fights while at Everytown for Gun Safety to help develop a national photo program that humanized the stories of gun violence survivors and volunteers. Working closely with mothers, students, and advocates, she used photography to highlight the emotional toll of gun violence and amplify the voices of those most affected.
In this Q&A, she shares reflections on the role of creative content in advocacy—and how movements can better use visuals to mobilize, inspire, and endure:
Why is it important for movements to invest in creative assets like photography and video—not just words or data?
In a time when history is actively being erased, it’s more important than ever to document movements visually. Words often fall short of capturing the power of a march or the dedication of people working in community spaces to create local change. There’s something to be said about showing an audience something rather than telling them. While RSVP counts and word-of-mouth accounts offer some insight, a photo of a street filled with protestors or a packed town hall delivers immediate, undeniable impact. These visuals are not only powerful, they’re shareable. On social media, they reach wider audiences more effectively than data points ever could.
How have you seen creative work—photos, videos, design—shift public perception or drive momentum for a cause?
I’ve seen how creative work can bring urgency and clarity to issues Americans face. Early in my career, I documented issues ranging from community impact of police brutality, to couples being denied marriage licenses simply because same-sex marriage was still illegal. These images were published locally, but the impact was limited. At the time, social media and the internet in general didn’t have the reach or influence it does today. Now, a single powerful image can reach far beyond your own community, change narratives, and mobilize people in ways that will make a lasting impact on our country's history.
What are some common mistakes organizations make when using visual content for advocacy?
One major mistake is not documenting and collecting visual assets early in the movement. When energy is focused on building a volunteer base or securing funding, it’s easy to overlook capturing the formative moments. But those early photos and videos become invaluable, not just for outreach, but for celebrating growth and progress down the line.
Another common oversight is relying solely on cell phone footage without balancing it with high-quality visuals. Investing in professional imagery sends a powerful message: that the people and the movement are worth investing in. This mix not only enhances credibility but also deepens the emotional impact on audiences.
Whether you're just getting started or building on years of advocacy, we're here to help you tell your story.
