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Focus on what the promotion campaign is targeting the audience to do.  Avoid telling them what not to do.  Audiences react negatively to negative images. They can be frustrated, angered, off-put – all emotions which discourage positive behavior change.

• Stage photos – set it up to look exactly the way desired.
• Review Example 6.5 below for a set of staged photos:
  If a program is to promote specific water, sanitation, and/or hygiene practices, it is essential that any photos or illustrations used accurately and positively reflect the desired behaviors.  In 2007, one Africa country staged their photos to ensure accuracy and posititive images—they put together supplies, settings and local community members to take many photos just to get the right ones.  Below are their final efforts as well as the practice represented.
   

Handwash with Soap after Using the Latrine	Clean the Latrine
Wash Drinking Water Bucket before Collecting Water	Safely Serve Drinking Water
Handwash with Soap before Eating	Use a Cement Sanitation Platform

• Try color and black and white before deciding.
• Portray no negative behaviors.
• If using illustrations, work with the artist from the beginning so that s/he can understand what is to be visually conveyed.