It's not about the photos. It's about concocting a "story" that purports to be a real life account of a person whose benefits have been stopped. Naturally, such "real life" stories don't include negative experiences of having benefits cut but promote the idea that benefit sanctions have actually helped some of the people affected. The photographs merely added to a false sense of authenticity.
For the sake of balance, perhaps they should have included this true account (from the Observer January 2015) in their leaflet:
"In July 2013, David Clapson, 59, was found dead in his flat in Stevenage from diabetic ketoacidosis, two weeks after his benefits were cut. And new information provided by the Disability News Service via a freedom of information request has uncovered that the Department for Work and Pensions has carried out 60 peer reviews following the deaths of customers."
Or this:
"Gillian Guy, chief executive of Citizens Advice, said: “Four-week sanctions are wreaking havoc with people’s ability to find work. People need a transparent system that can take into account their situation, set suitable work-search requirements and, where appropriate, apply sanctions at a level that won’t limit their chances of employment.”