The face of a child in need is a visual trope that is at the forefront of the politics of spectacle in emergency news and aid initiatives. Images of children’s faces work on both affective and ethical levels, appealing to compassion and to a discourse of universal human rights. Acknowledging both the cultural fascination with and distrust of images of children, this article focuses on the strategies of persuasion used by an international NGO Save the Children in their child sponsoring campaign. Identifying the ways that both NGO guidelines and strategies shape the way the image is composed and framed, and engaging with the concepts of ‘sponsoring,’ ‘saving,’ and ‘parenting,’ the article follows how the campaign configures financial help as an affective, rather than economic, relationship between the donor and the beneficiary.
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