Picture the Change is a competition that called on South Africans to draw attention to worthy causes close to their hearts through photos that reflect change or the need for it.

The competition, sponsored by RamsayMedia and BoE Private Clients, recognised the powerful impact of images and their ability to change people’s perceptions, making a difference where it’s needed most. It has achieved that aim – one hard-hitting photo of a rhino being dehorned, for example, has had thousands of hits on Facebook and elicited hundreds of comments from around the world, focusing global attention on an issue of great concern to South Africans.

“Iconic images stay in a nation’s psyche and have the power to shape events – think ‘Hector Peterson’ and it instantly conjures up the photo that came to represent the 1976 student unrest, for example,” commented RamsayMedia managing director, Stuart Lowe. “We wanted to use that emotive impact to benefit deserving causes. Picture the Change has allowed us to do that, with entries of the highest calibre.”

The competition attracted almost 700 entries, with nominated beneficiaries ranging from environmental agencies to literacy and child protection NGOs, feeding schemes and upliftment programmes.

Of these, 20 finalists were selected in two categories – general public and the media (including the marketing and advertising industries). The winner in each will be announced at an awards party on 15 August, earning R300 000 in media space for their chosen cause and a SANParks holiday and Canon photographic equipment for themselves.

A lucky draw on the night will see a further winner chosen from among ad agency representatives attending the function, giving another charity the benefit of R300 000 in media exposure, while the winner of an internal RamsayMedia competition will see R100 000 in exposure go to one of the company’s own corporate social responsibility-sponsored beneficiaries, bringing the total financial commitment to the competition to R1 million.

RamsayMedia – publishers of CAR, Getaway, Popular Mechanics, Leisure Wheels, Compleat Golfer and Hotel & Restaurant – has an ambitious programme of corporate social responsibility initiatives aimed at making a difference in local communities. A range of worthy causes in the fields of the environment and education and skills training has been selected because of their fit with the company and its brands.

BoE Private Clients has long focused on CSR and recently spearheaded research into what motivates people to give to worthy causes, which resulted in The Giving Report.

The top 10 finalists in the public category can be viewed by here and the media category here.