Putting the people in the pictures first (2024 updated version)

The original 2019 guidelines were informed by several workshop sessions with, and feedback from, members of the working group that was then known as People in the Pictures (now Ethical Storytelling).

They also built on a review of existing NGO guidelines, particularly the Code of Conduct (2007) and accompanying guide (2014) produced by Dóchas. Siobhan Warrington prepared the original guidelines and this updated version with input from members of the group. There is a one-page Statement of Ethical Practice to accompany these guidelines which has also been reviewed and updated in 2024.

The 2024 updated version

The Ethical Storytelling Group decided it was important to review and update these guidelines five years after they were first published. Since 2019 there have been significant changes both within the NGO sector and also in terms of local, national and international media and communications environments. It is important that the guidelines remain fit for purpose and reflect the updated Bond Charter (2022) which outlines Bond’s eight core values: Civil society solidarity; Collaboration; Environmental Sustainability; Accountability; Anti-racism, inclusion and diversity; Locally-led; Responsibility and effectiveness; and Do no harm. We are also witnessing reductions in overall funding which means it is critical we invest wisely and carefully in effective and ethical media and communications.

Across the NGO sector, many organisations are working to shift power and resources towards majority world actors and towards realising locally-led development. There is also increasing understanding and acknowledgement across the sector of the legacies of the transatlantic slave trade, colonialism, and racism as sources of injustice and inequity.

Alongside this understanding is a recognition of the embedded coloniality and racism in our NGO sector, and that NGO imagery of brown and black people suffering and in need of ‘saving’ have created and perpetuated racism. The Bond value of Anti-racism must be upheld in the way we produce content and in the final communications and stories we share with our audiences.

This updated version includes a new Resources section with links to a selection of relevant guidelines and related resources which we feel may be useful for those in the sector seeking to reflect upon and enhance their ethical approaches to NGO storytelling and communications.