Think of PictureTank as a meta photography collective. Part aggregation of collectives, part home of worldwide independent photographers and a collective in its own right, PictureTank has carved a very special place for itself in the busy and increasingly corporate world of photo agencies. It is special because more driven by the spirit of community than the brutal and raw search for immediate monetary gain. It measure its success on how much its photographers' work have been able to change the world. In the process, it tries to break from the cliches of older photojournalism comfortably walking away from didactic objectivism. The force of PictureTank 's photographers work is in their extremely opinionated approach that leaves viewers anything but indifferent.

Photographer Rocco Rorandelli is no exception. After the tragic death of his father, a heavy smoker, to cancer more than 3 years ago, he wanted to know and understand why. He has since spend most of time photographing the tobacco industry worldwide and its effect and impact on the population. His photographic research has been a long journey across many countries to better evaluate and demonstrate the impact of the unhealthy, if not deadly , habit. After documenting Asia, Rorandelli is now ready to cover the birthplace of the tobacco industry, the USA. Since 2012 will be the 400 anniversary of the first plantation of tobacco and the birthplace of the Marlboro Man, this is a perfect time to explore and document the source of the huge impact the US tobacco industry has had on its own population and the rest the world. This is where he needs your help. Thanks to an offer on Emphas.is, Rorandelli is now accepting contribution in order to help him complete and finish his work.

Paul Melcher

Follow this link to donate : http://emphas.is

More on Rocco Rorandelli's work here : http://picturetank.com

If you are a photo agency and would also like to participate to this weekly column, please send a note to Paul Melcher at:

paul.melcher@lalettredelaphotographie.com