Our 9 Principles of Ethical Storytelling
We believe that the stories we help mission-driven organisations tell carry real responsibility. Ethical storytelling is at the heart of our approach. It’s about more than just capturing compelling images or footage – it’s about respecting the people behind the story, representing their experiences honestly, and ensuring their dignity is never compromised.
People First
We always prioritise the wellbeing, safety, and consent of everyone we work with. Participants have the right to withdraw their consent at any point – before, during, or after filming and publication of the final video.
Cultural and Language Sensitivity
We make sure that communication is clear, including using professional translators when needed.
Feedback and Collaboration
We invite input from participants and incorporate their feedback to ensure the final story reflects their perspective.
Clear Communication
Before filming or photographing anyone, we explain how their story will be used and answer any questions they may have.
Truthful Representation
Our aim is to portray stories with honesty, recognising the nuances and realities of the situation without exaggeration or stereotyping.
Ongoing Learning
We approach storytelling with humility, seeking guidance when needed and learning from our experiences to continuously improve.
Choice and Consent
Participants are in control of how they are represented. We respect their wishes regarding anonymity, naming, or identification.
Empowering Imagery
We focus on visuals and messages that uphold dignity, inspire hope, and encourage engagement rather than sensationalising hardship.
Integrity Above All
If a story cannot be told ethically, we won’t proceed, no matter the investment of time or resources.