Through a rhetorical and semiotic analysis of six strategically selected charity campaigns, patterns were found in the way charities packaged and conveyed messages and stories in their campaigns. The strategies that became clear were, among other things, the use of contrasting messages and the campaigns ability to elicit guilt and empathy from the recipient. Strategies that had a bearing on how the message was presented and communicated. It was also shown how the packaging of messages and stories has significance for the recipient's further reflection. And how the campaigns convey feelings like guilt and shock as a way to get on the agenda and gain publicity. The essay presents, discusses and uses the theories Agenda setting, Framing, Intertextuality, Semiotics and Rhetoric as a tool in the analysis and creation of an understanding of the framing of the campaigns.