The Focus Award

Whilst entering Sony's 'NOW' photography competition (which is free to enter), I came across a link to their webpage explaining what their 'Focus Award' is. I instantly become interested because the Award is "dedicated to using photography in order to raise awareness about global issues.' There isn't a much better Award than this for me because it is exactly what I am interested in. The physical act of taking the photographs isn't what I am focusing on though, it is how the photographs are being used to raise the awareness effectively and successfully.

Each year, a charitable organisation are presented with the opportunity of a year-long campaign to help highlight an area of work of their choice from the concerns and issues they deal with. In 2011, 'Save the Children' became the award winners for this year. It has helped them raise awareness of 'millions of children being caught up in disasters around the world each year.' This campaign doesn't seem to be live on the Sony website as of yet but it does state that opportunities to get involved are coming soon. "Stay tuned, as more details about the project and how you can get involved will soon be be unveiled..."

It was UNICEF that won the year before, and this particular Award was something that really caught my eye! I think it was brilliant. The campaign was called 'A Photo Pledge for Children's Rights'. 6 'youths' from around the world were given the chance to attend the Sony World Photography Awards in Cannes for a day's mentoring led by world-renowned humanitarian photographer Reza. The opportunity was then given to visit projects carried out by UNICEF is Ethiopia. This is where they documented the type of work the project carries out. These images were then used as the raising awareness campaign. There are some very powerful images that really give you an insight to children's lives. I still believe that the images suddenly have more emotion and meaning in them if the children take them personally from their point of view, and this is something I continue to stick by. I am going to try as hard as possible to visit a project in India where I am allowed to give the children disposable cameras to take pictures of their lives for me. The results will touch the public more than if I take the photographs.

Behind Danger by © Ioana Velescu, ROMANIA

Ted Chaiban, UNICEF Representative for Ethiopia, said: “UNICEF is delighted to be hosting this workshop for these five talented young photographers, alongside 24 Ethiopian children. We hope all the participants will gain valuable insight into the challenges faced by children in Ethiopia and that they will continue to use photography to advocate for children’s rights.” (2009).

These awards are a brilliant idea and a fantastic opportunity for charitable organisations to go that extra mile in campaigning and increasing their audience and profile. Photography will continue to play a huge role in raising awareness for various causes and issues around the world. The strategies deployed in each image, that make it a success to the viewing public will constantly change as times goes on and people's views alter, but the fact that imagery is a huge essential in getting the message across will never disappear.

In order for me to create a collection of powerful images that will engage an audience and work successfully as a raising awareness campaign, I need to keep up-to-date will the ever changing views and ideals of society. I need to stay knowledgable about what if affecting people currently and what is making the sit up in the chairs. For example, society has seen so much imagery using the 'shock tactics' strategy, that it is becoming immune to it now and people are no longer taken aback. The campaign simply gets a shrug of the shoulders and a 'oh well'. Something new and fresh needs to be brought to the market and my audience needs to be instantly grabbed.

I'm looking forward to capturing the life of children in India and sharing my experiences with everybody through an exhibition/event/campaign.