Success Factors for Visual Story The efficiency of a visual story by its capacity to: Engage and entice: its ability to get attention, often through an arresting or memorable image, Communicate a convincing argument: summarising complex concepts in a way that the intended audience will respond to, Draw the viewer in: giving them a way to connect directly to the content or explore the issue further. A Good Visual Campaign... In visual campaigns, a significant part of the job of expressing how things are, how they ought to be. Whether directly presented or implied, in any good visual campaign you should be able to read a visual argument: the facts of the matter and the problem, the implied promise of the future and the implied justification for change.