In marketing you must learn to approach what you are promoting from a different angle. You cannot look at the product, service or social awareness for what it is. You are not promoting an object but what you are promoting is the experience it brings. Before you look into possible images and graphics to use in your marketing efforts you must research.
What is the experience people can connect with?
What have others done that was effective?
What words come to mind when you think about this product or service?
These are a few questions to ask before you come up with "THE PITCH"