Kidney Transplant UK
Portraits with Purpose – Raising Awareness Through Real Stories
This studio shoot was created to support a national campaign about altruistic kidney donation — where people choose to donate a kidney to someone they’ve never met. Working closely with the campaign team and creative agency, I photographed a group of extraordinary donors whose generosity is saving lives.
We wanted the images to feel strong, human, and full of character — without veering into sentimentality. The portraits were used across the campaign website, social media, and press materials, helping the charity bring a complex subject to wider public attention in a simple and powerful way.
Alongside the final stills, I also captured behind-the-scenes moments to document the care and atmosphere of the shoot. These informal images added another layer of trust and transparency to the campaign, showing the connection between donors, the team, and the process behind the portraits. They were later used by the charity to give supporters and funders a fuller picture of the work that went into the campaign, helping to build momentum and deepen public engagement.
BTS
Campaign Rollout and Website Use
The portraits became the centrepiece of the charity’s new awareness campaign, featured prominently across their website to introduce the public to the concept of altruistic kidney donation. Each donor’s image was paired with a short story or quote, making the campaign deeply personal and accessible. The clean, striking visual style helped visitors immediately connect with the individuals behind the statistics, and the photography set the tone for the wider messaging — calm, confident, and human. The campaign aimed to dispel myths, reduce fear, and encourage potential donors to learn more or take the next step.
