Pictures for Purpose is a foundation that started life in 2020, with the aim of raising proceeds and awareness for urgent causes through the medium of photography. Inspired by artist-led initiatives in Italy (100 Fotografi Per Bergamo, 2020) and the USA (Pictures for Elmhurst, 2020), we initiated a print sale fundraiser of our own.

The first edition of Pictures for Purpose responded to the implications of the COVID-19 pandemic, collaborating with 36 artists based in the Netherlands. The proceeds from each print sold were shared between the Dutch Food Bank and, at their discretion, the participating artists – who themselves had been deprived of valuable streams of income. With this structure, we sought to avoid relying solely on the generosity of the artists, whilst also offering support to those in acute need in the Netherlands. We could never have expected to reach over €200.000 in just two short weeks. 

In 2021, a second edition of Pictures for Purpose sought to spotlight another pressing global cause: the climate crisis. With the help of 36 artists from around the world, proceeds from this fundraiser supported UN partner Justdiggit – an NGO committed to reviving ecosystems threatened by climate change. We have generated €85.000 in sales for this edition.

Our most recent edition was responding to the devastating humanitarian crisis unfolding early 2022 – following the brutal Russian invasion of Ukraine. Collectively we generated €252.350 in sales. Pictures for Purpose raised funds for World Central Kitchen, a non-profit organisation providing fresh meals to those forced to flee their homes in Ukraine, as well as those who remain in the country. 

Participating artists could opt to receive 25% of the proceeds from the sale of their prints. For Pictures for Purpose, it is a core principle that artistic labour should not be reduced to charity. For our third edition, this model was a potentially valuable lifeline for those artists who remained in – or who have fled violence in – Ukraine.

Pictures for Purpose is a creative-led initiative. Offering a curated selection of photography to a large audience, we hope our efforts can play a role in supporting various groups in our community, as well as spotlighting a variety of important causes.  

Isabella van Marle, Kunna Haan, Tijn Benedek & Raisa Kingma.  


Founded by Spanish chef José Andrés, World Central Kitchen is a team of food first responders, providing fresh meals to those who need them most in humanitarian, climate, and community crises. In each instance, their work asserts that a nourishing meal in a time of crisis is more than a plate of food – it's hope, it's dignity, and it's a sign that someone cares.  

The UN estimates that over 2 million Ukrainians have fled since the invasion began, with that number expected to rise dramatically. The journey is daunting, with many travelling for days without food.

Working at a 24-hour pedestrian border crossing in southern Poland, World Central Kitchen began serving hot, nourishing meals within hours of the initial invasion, and are now set up at eight border crossings across the country. Additionally, they are supporting local restaurants preparing meals in five Ukrainian cities, including Odessa and Lviv. WCK teams are also on the ground in Romania and Moldova, and arriving soon in Slovakia and Hungary.


We would like to thank the participating photographers for their generosity in donating an image towards our cause, as well as our editor George King, Sutton PR as Pictures for Purpose's international cultural communication partner, Simone Sassmannhausen for national press and Pictures for Purpose board members Marije Fokkema and Gunifort Uwambaga. We are also grateful for the kind support of FotoLab for printing all works. 



KVK: 78429331
RSIN: 861391512