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Abstract
This study explores how visual imagery, specifically photography, can be used effectively to promote a positive conservation message. It discusses the impact of visual imagery, the importance of a point of view, and the dilemma of how to be truthful when the representation of reality is impossible. It examines the power of images to connect on an emotional and subliminal level. It deals with the responsibility of photojournalists to present social issues and to provide knowledge, guidance and solutions to audiences. It calls upon journalists to be authentic and fair in their visual communication; not to mislead or manipulate through subliminal messages. This paper includes a photo essay on sustainable development in Ecuador as an example of effective visual communication in service of a conservation message.