It’s not often a project comes along that combines equal parts charity and creativity. Change Me, however, did just that. For their ten year anniversary Getty Images wanted to develop a campaign that went much further than simply promoting their astounding imagery. Created in seven languages, “Change Me” brought people together worldwide to share ideas through the power of imagery.

Participants were encouraged to find an inspiring image from the vast Getty Images library and submit commentary explaining how the image might ‘change’ someone’s opinion, mood or life. For each submission, Getty Images donated $10 to Friends of the Global Fight Against AIDS, Tuberculosis and Malaria. In the end, $500,000 was raised to educate and mobilize people in the fight against three devastating diseases.