Photography has the power to inspire, engage, and better the planet—and few initiatives illustrate the craft’s change-making potential like Vital Impacts.
This women-led nonprofit, founded by National Geographic photographer and Nikon Ambassador Ami Vitale and award-winning visual journalist Eileen Mignoni, leverages art to support communities and grassroots organizations working to protect the planet. Since the nonprofit’s inception in 2021, hundreds of photographers have joined forces via print sales and mentoring to use their work for good.
A print sale to protect the planet
Vital Impacts’ annual print sales event—which is currently underway until Jan. 31, 2024—more than 100 photographers are rallying together to support Reteti Elephant Sanctuary, an Indigenous-owned wildlife sanctuary in northern Kenya. During this event, 60 percent of the profit will go toward a selected cause, from conservation organizations to humanitarian aid.
Prints sold through this year’s initiative will help 13 orphaned elephants reintegrate back into the wild. “It’s not just an investment in art,” says Vitale, who’s been covering the work of Reteti for almost a decade. Like all of the nonprofit’s previous print sales, “it’s a direct contribution to a sustainable future.”
Artists involved in this year’s limited-time sale run the gamut, including many globally recognized names: Jimmy Chin, Beth Moon, Joel Sartore, Bertie Gregory, Keith Ladzinski, Andy Mann, Babak Tafreshi, Jody Macdonald, and even the James Webb Telescope—as well as several talented up-and-coming creatives.
For Jane Goodall fans, there’s also a special offering, An early self-portrait. One hundred percent of the sales of these exclusive images, signed by Goodall, will support the Jane Goodall Institute’s youth-action Roots and Shoots program.
How to use photography for good
Vital Impacts is a case study on using your creative craft for good. Since its inception, the nonprofit has donated over one million (USD) to grassroots conservation and humanitarian causes while raising over $300,000 for the artists behind the imagery, ultimately helping them continue to pursue their important environmental work.
As we reflect on our journey, we are proud to have been a catalyst for positive change, channeling resources where they are needed most and making a tangible difference in the realms of conservation and humanitarian aid.
says Vitale
The team’s work goes beyond monetary donations, too. The funds facilitated the delivery of medical supplies exceeding half a billion dollars to conflict-affected regions
“We’ve sustained the livelihoods of over 60 wildlife rangers by covering annual salaries and providing crucial vehicular and material support,” says Vitale.
These accomplishments, and many more—from funding pangolin monitoring projects to supporting a film highlighting a dedicated shark advocate—show just how far the impact of creative work can go. Yet you don’t have to be an accomplished photographer with millions of Instagram followers to make a difference with your craft.
“My advice for aspiring photographers or filmmakers seeking to use their craft for good is simple: just start,” says Vitale. “Reflect on what ignites a passion within you, what stirs your emotions—be it anger, despair, or inspiration. Identify what makes you feel deeply, because when you feel, others will too. Don’t overthink it; take that first step.”
That first move doesn’t have to follow the Vital Impacts print-sale model, either, says Vitale. It’s important to follow your intuition and move in the direction that feels most authentic to you.
“You can begin by capturing and sharing impactful photographs or engaging with the cause in various ways,” says Vitale. This can be spotlighting important issues in your town via social media or photojournalism, or volunteering with a conservation organization that needs visual support.“
The key is to initiate the journey. Ask yourself how you can contribute, seek guidance from others, then take action.
– says Vitale
Collaborate to amplify your impact
Community is integral to success (and happiness) in any creative field. Building a network of passionate individuals, whether photographers, editors, or supporters, has proven to be pivotal.
“The strength derived from collective efforts surpasses what any individual could achieve alone,” says Vitale. “This sense of shared purpose and collaboration has not only enriched the work but has also fostered a vibrant community that extends the impact far beyond what was initially envisioned.”
Building your community may seem intimidating, particularly if you’re used to working independently, but the internet makes connecting more accessible than ever.
Engage, compliment the works of others, reach out, and get involved. Seek communities aligned with your interests.
– says Vitale
This can be photo festivals like Photoville, associations like the National Press Photographers Association, Women Photograph, Indigenous Photograph, or the American Society of Media Photographers. And, if you’re in the NYC area, stop by the Adorama Event Space for special meet-ups and education sessions, too!
If you want to use your photography to protect the natural world but don’t know where to start, you can also apply for one of Vital Impacts’ grants or mentorship programs.
“Even if your work isn’t selected in a given year, we invite you to join our community of kindred spirits who share the audacious belief that we can change the world,” Vitale says. “Your presence would enrich our collective journey, and we welcome you with open arms.”
How to get involved with Vital Impacts
Mentorship is essential at every stage of a creative career path. The Vital Impacts mentorship program helps aspiring visual storytellers navigate and pave their unique paths. It links experienced editors and photographers with emerging talent, providing an avenue for personalized guidance and community support.
“What makes it even more enriching is our monthly online discussions, providing a platform for mentor-mentee interactions and fostering a dynamic exchange of ideas,” says Vitale.
Mentees are also connected to large-scale opportunities to amplify their work—be it introductions to editors and publishing houses or gaining exposure and recognition. For visual creators who already have a strong project idea, Vital Impacts provides $20,000 grants to back solution-based environmental storytelling. (See past grant recipients).
“These grants serve as a financial boost for talented individuals looking to make a positive impact through their creative work,” says Vitale. “By focusing on storytelling that offers solutions to environmental challenges, we aim to empower storytellers to be catalysts for change.”
Another way to join this community of movers and shakers? Support Vital Impacts through print purchases, donations, or both. These investments help not just the nonprofit, but the artists, grassroots organizations, and communities working tirelessly to defend our planet.
“Your generosity amplifies vital environmental narratives and empowers talented individuals to drive positive change through their creative expressions,” says Vitale.
Ready to use your creativity to help people and the planet? Check out our 101 guide on using your photography for good.
