KP REACH Photography Brief

Title: Photographer




Project Background:

The goal of the KP REACH programme is the reduction in HIV infections and HIV-related deaths among key populations in Southern Africa through improved access to HIV prevention, testing and treatment services. We are working with sex workers (SW), men who have sex with men (MSM), transgender people (TG) and women who have sex with women (WSW). As part of this programme, we are working on a communications campaign to address the stigma and discrimination faced by people on the basis of sexual orientation, gender identity or sex work. The more stigma and discrimination people from these communities’ experience in their daily lives from family, friends, neighbours, co-workers and healthcare professions, the less likely they are to feel safe accessing vital HIV prevention and treatment services. Forms of stigma and discrimination include exclusion and isolation, verbal abuse and physical violence.


Communications Strategy: 

We conducted research to see what stories and messages would be most likely to reduce stigma and discrimination. We found that when we share stories about human rights violations, there are people who empathise with these stories, however we also found that these stories are unlikely to change behaviour as they reinforce current social norms (i.e. I believe that people like me are stigmatising and discriminating against these groups, so I should too so as not to stand out). Human beings are social animals and behavioural change theory demonstrates that we are more likely to behave according to a social norm than we are our own individual attitudes or even the law!

Therefore, our campaign will aim to show the other side: the unheard stories of people who are gay, lesbian, bi-sexual, transgender or sex workers and their friends, family, co-workers, neighbours, teachers, religious and community leaders and healthcare providers who have come to accept them for who they are over time.

Research showed the stories most likely to change behaviours are ones where the audience can identify with people like themselves who may have struggled with someone’s sexual orientation, gender identity or sex work at first but have become more accepting and supportive over time. The more people see that people like them are behaving in this way, the less likely they are to feel that they should discriminate against these groups as a default.


Campaign Overview:

Throughout Africa, people who are Lesbian, Gay, Bi-Sexual, Transgender or are Sex Workers, are hated, abused and victimised. This is just the way things are, it’s the “norm”. And even when it isn’t, even when there is understanding and acceptance, people don’t talk about it out of fear. It’s time to change that.

It’s time to tell a different side of the story. That for every act of intolerance, hate, and violence, there’s an act of understanding, compassion, and care. Tens of thousands of these stories of hope exist, from big gestures to smaller moments of support. We’re making them famous.


Our imagery will be used to bring our stories to life. Three buckets of imagery will give us enough scope to keep content interesting, but allow the images to relate to each story. These will be used on flyers, on social media and on our website. Please note, these images will need to work across 8 Southern African countries (South Africa, Lesotho, Swaziland, Botswana, Namibia, Zambia, Zimbabwe and Malawi), so models will need to be a range of African, and the images will need to be angled or cropped so as not to be identifiable as any specific ethnicity. We also can’t reveal the identity of the models for security reasons. We will need to cast locally, but allow for a range of skin tones.

Photography Buckets:

  • Family and friends, colleagues and community members embracing one another, or sharing a caring, tender moment.
  • Hands
  • Mouths

Photography Style:

  • Black and white
  • High contrast
  • On a white background

Photography Shotlist – Stories:

  • For Sex Worker: Old man embracing daughter from the side. (Fatherly.)
  • For Trans: One “girl” hand lifting up a “boy” by the hand.
  • For Lesbian: Back of youngish man with his head bowed.
  • For Gay: Older man’s hand on shoulder of younger man. Close up. And older man and younger man walking together. From behind.


Photography Shotlist – General:

Embracing/Tender moment:

  • Mother and daughter embracing, side-on shot.
  • Mother and son embracing, side-on shot.
  • Father and son embracing, side-on shot.
  • Father and daughter embracing, side-on shot.
  • Mother and daughter in a side-embrace, shot from behind.
  • Mother and son in a side-embrace, shot from behind.
  • Father and daughter in a side-embrace, shot from behind.
  • Same-age women walking together, shot from behind.
  • Same-age men walking together, shot from behind.
  • Same-age man and woman walking together, shot from behind


  • Father and daughter holding hands.
  • Mother and daughter holding hands.
  • Mother and son holding hands.
  • Father with hand on son’s back.
  • Father with hand on daughter’s shoulder.
  • Mother with hand on son’s shoulder.
  • Brother with hand on sister’s shoulder.
  • Sister with hand on brother’s arm.
  • Double hand-hold – two hands grasping one. Non-familial.
  • Non-familial pair of hands in a handshake – male hands.


  • 10 of the characters.


  • Our cast needs to be authentic. Casting within the KP network should be a primary concern.
  • But we’re casting locally, for all territories.
  • We need to cast locally for a wide range of African skin tones.
  • We need to be representative, so differing body types, skin tones, hair styles.
  • But not too culturally identifiable – no cultural markings, too thin or too tall or too dark.
  • A lot of the shotlist will dictate age range and gender.
  • Child-parent pairing should range within 20 to 30 for the child and 50 to 60 for the adult.
  • Otherwise we need to represent a wide range of ages, too, for community and generic acceptors – 20 to 80-years-old.
  • Consider that, in the interest of being representative, the cast should be a mix of urban and rural-based.

Styling & Grooming:

  • The idea is that our models look natural.
  • Grooming and makeup to be simple. Keep in mind we’re shooting for high contrast, so whatever tricks necessary to give skin and hair good shine and shape.
  • Wardrobe also to be simple. The main factor is to keep in mind we’re shooting for black and white. So colours that read well – blacks, whites, greys, reds. But not solid dark colours as this will come across as a solid block in our treatment. Err toward white or light greys, maybe some simple patterns like stripes. Nothing that can be identified region or culture (no African prints, generic style of clothing). Fairly western-based.


  • 1 year usage for Website, social, posters & flyers.


  • The budget is R300 000,00 (Incl. Casting, Talent fees, Retouching, Catering & Insurance)


  • Due to the sensitive nature of this content, please may we ask that you sign an NDA, for us to keep on record.

Your Submission:

Your submission should include the following:

Technical submission (max 5 pages)

Creative Concept for the Stills Photography and how it will work across 8 different countries.

Why your organisation or Photographer is well-equipped to shoot the images (i.e. organization’s/ photographer’s credentials and past performance)

How you will ensure authenticity (i.e. stories feel believable)

Please provide a timing plan, of all milestone dates throughout the process, e.g. When you plan on doing casting, pre-production, shoot dates, retouching, and supplying of the finalised images. We need the finalised images to be supplied to us by 2 March latest.

Financial Submission

Budget that includes all costs from shot list, to casting, to photoshoot, location fees, retouching etc.


The deadline for submission is: 9 February 2018 by 18:00 GMT.

All proposals must be submitted electronically to

Technical and financial proposals should be submitted separately (as two separate documents in one email), labelled as follows:

– KPREACH_Photography_Technicalproposal

– KPREACH_ Photography _Financialproposal.




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