"We are pleased that this project has provided evidence indicating an improvement in the representation of distant others in INGO adverts. On the whole, there is a marked difference in the organisation of cast and characters present in charity’s communications imagery and pitiful images are nearly entirely absent, while individuals are presented more as named than unnamed.
Slightly fewer photographers received credit for their images. The bulk of images however continue to be from/about African nations, presented largely in rural settings. Although whole family units continue to be grossly under-represented, almost entirely absent, more men are featured in charity adverts in the period under review. Indeed more MW leaders are depicted, which is a good break away from what was obtainable previously, although it is difficult for us to know in what capacity leaders from both worlds are presented. Furthermore, considering recent trends in celebrity humanitarianism and the use of celebrity ambassadors, it is surprising that there are no portrayals of such from the majority world. This could be argued to be a missed opportunity for INGOs to re-present a different image of the global south." (Conclusions, page 26)