Visual Storytelling for Social Good: A Student’s NGO Perspective

Interview by Khaya Ronkainen on behalf of Finnish-African Society

Victor with a camera pointing at a subject.

A portrait of Victor Ayertey documenting an event in Helsinki, February 2025. Photo Credit: Tara Alleah Martin

In an era where cultural divides often dominate headlines, one Ghanaian university student is wielding his camera and creative vision to build bridges instead of barriers. For him, photography and videography aren’t just artistic pursuits; they’re powerful tools for fostering understanding between communities separated by thousands of miles and vastly different experiences.

Khaya Ronkainen sat down with Finnish-African Society (FAS) volunteer Victor Ayertey to explore his journey from lecture halls to community impact, and how young people can leverage their skills—whether academic, artistic, or activist—to create meaningful change in the NGO space. 

PERSONAL JOURNEY

Could you share your experience with the Finnish-African Society? What initially attracted you to this organisation, and how has your involvement changed over time?

I’m naturally curious and always looking for ways to make a positive impact. I first met Sarah, chairperson of the Finnish-African Society, at a book launch in September 2024. I’d been in Finland for barely over a month, searching for a job to support my life in Helsinki as a student. After the event, my host introduced me to people who might know of opportunities, and Sarah was among them.

In February 2025, she announced a volunteer role in marketing and communications at FAS. I eagerly applied, drawn by the organisation’s strong focus on Africa, which deeply resonated with me. Though I’ve volunteered with other organisations, FAS stood out, and I’ve committed myself fully.

Since joining, I’ve found fulfilment in collaborating with Sarah, brainstorming ideas, and bringing them to life. I’m especially passionate about using photography and videography to tell authentic stories. One project I initiated was documenting Sarah’s journey with FAS—from her first encounter to becoming chairperson. We recorded the video, took photos, and I edited the final piece, now available to view. I believe this proactive approach has helped build trust and open new doors.

KNOWLEDGE AND INSIGHTS

In one of your Instagram posts, you mentioned that “Active participation means the application of knowledge and insights.” Can you elaborate on what this means to you personally, and also share a specific example of your contribution at the Finnish-African Society, applying your international business expertise?

To me, active participation means more than simply being present; it’s about applying my knowledge and insights to create a meaningful impact. At the FAS, I aim to understand each task deeply and contribute with intention and expertise.

My background in international business, marketing and experience managing social media for both for-profit and non-profit organisations has allowed me to bring value to FAS, especially in areas like content calendar development and promotional strategy.

In addition, my academic training emphasises the importance of aligning work with brand guidelines and overall organisational strategy. Also, in conducting thorough research, regardless of the task, I ensure that my work supports FAS’s mission and reputation, and casts Africa in a positive light that it deserves.

FROM ACADEMIC THEORY TO REAL-WORLD IMPACT

What drives your passion for NGO work, especially in the context of Finnish-African relations? Has this experience influenced your career goals, particularly how you might leverage the combination of your academic qualifications and creative skills? 

Growing up, I benefited from the work of various NGOs, which helped shape my character, worldview, and commitment to community development. Inspired by the Ubuntu philosophy, “I am because we are”, I’ve actively taken part in community-building projects that reflect these values. 

This aligns closely with the Finnish-African Society’s mission to connect, inform, and build networks that unite Africa and Finland through its various initiatives and projects

With a background in marketing and international business, I understand the importance of creating synergy between organisations and their audiences to drive growth, impact, and cross-border collaboration. 

All these experiences have deepened my interest in visual storytelling, recognising that every business or organisation has a narrative to share. And by combining my academic foundation with creative skills, I aim to craft marketing content grounded in research and aligned with project objectives to ensure that every written or visual element contributes to a compelling, cohesive story that captures attention, builds interest, and inspires action.

“Growing up, I benefited from the work of various NGOs, which helped shape my character, worldview, and commitment to community development.” – Victor Ayertey

THE ROLE OF VISUAL STORYTELLING

As someone who excels at photography and videography, how have you used these skills to amplify the Society’s mission and reach? What role do you think visual storytelling plays in bridging cultural connections between Finland and the African continent?

How have I used visual storytelling to support the organisation’s mission? I’m a fan of African literature, especially when it reveals the complexities of our shared humanity and clarifies misconceptions. I’m honoured to have been part of the team that welcomed and interviewed Chimamanda Ngozi Adichie during her visit to Finland for her latest book, Dream Count. I visually documented key moments and summarised the highlights of her visit for FAS.

I also had the rare opportunity to photograph the First Lady of Finland when our team visited and presented her with a signed copy of Dream Count from the author, highlighting a shared value of the importance of reading. Beyond these special encounters, I continue contributing to FAS through visual design, content creation, and managing the organisation’s online platforms—using creativity to amplify its message and reach.

A portrait shot of Victor with Chimamanda

A portrait of Victor Ayertey with Chimamanda Ngozi Adichie at the Helsinki LIT Festival, 17 May 2025.


When I think about bridging cultural connections through visual storytelling, I’m reminded of my childhood. Growing up in a traditional Ghanaian household, storytelling was everywhere—from evening tales by the fireside, rich with wisdom and moral lessons, to the symbols, clothing, music, food, and rituals that shaped daily life. It was a powerful way to preserve tradition and instil values.

Though times have changed, FAS’ mission allows us to continue sharing knowledge from an African perspective. I imagine the organisation’s founding members envisioned a platform for authentic storytelling and meaningful relationships. Through visual storytelling, I strive to do more than create memorable moments; I hope to build a deeper understanding and stronger relationships, especially with the history we’re living through.

To me, the role of visual storytelling is significant because it’s not limited by language or geography. Visual storytelling allows us to see the diversity of human thought and experience in a unique way, fostering connections across cultures through universal ideas.

“Through visual storytelling, I strive to do more than create memorable moments; I hope to build a deeper understanding and stronger relationships, especially with the history we’re living through.” – Victor Ayertey 

PARTING WORDS

What advice would you give to other young university students who might be interested in getting involved with NGOs but aren’t sure where to start?

Through my involvement with FAS, I’ve realised the organisation empowers Africans to take ownership of their narratives, build connections, and network in Finland or other parts of the world, without losing sight of their origins. 

So, I’d say get involved with an NGO of your choice because the experience and network you build are worth it. Joining an NGO means you’re contributing to a bigger cause, so your role matters. My time in NGOs has helped me develop crucial skills, thanks to the guidance of experienced mentors and coaches, and the chance to apply my expertise. 

At FAS, I used my knowledge from studying international business, skills in marketing and communication, as well as creative photography and videography. You, too, can bring your expertise, positive attitude, and passion for contributing to meaningful projects. The experience will be fulfilling.

Ultimately, I hope my work inspires people to engage, collaborate, volunteer, and work towards achieving bigger dreams. 

Victor Ayertey is a marketing communication specialist with a keen interest in leveraging visual storytelling (photography and videography) for strategic influence. He is currently studying International Business as a Ghanaian international student in Lithuania and aims to collaborate with brands and individuals to foster growth for return on investment, influence target audiences, and establish cross-border partnerships. 

Khaya Ronkainen is a writer and creative professional with a business background. She is passionate about the power of storytelling to inspire change and foster meaningful connections. A South African native, she’s embraced Finland as her second home and draws on the richness of cross-cultural experiences to shape her work and advocacy.