Guiding principles

Choices of images and messages will be made based on the paramount principles of:

• Respect for the dignity of the people concerned
• Belief in the equality of all people
• Acceptance of the need to promote fairness, solidarity and justice

Accordingly, in all our communications and where practical and reasonable within the need to reflect reality, we strive to: 

• Choose images and related messages based on values of respect equality, solidarity and justice
• Truthfully represent any image or depicted situation both in its immediate and in its wider context so as to improve public understanding of the realities and complexities of development
• Avoid images and messages that potentially stereotype, sensationalise or discriminate against people, situations or places
• Use images, messages and case studies with the full understanding, participation and permission of the subjects (or subjects’ parents/guardian)
• Ensure those whose situation is being represented have the opportunity to communicate their stories themselves
• Establish and record whether the subjects wish to be named or identifiable and always act accordingly
• Conform to the highest standards in relation to human rights and protection of the vulnerable people
• Conform to the highest standards in relation to children's rights according to the Convention on the Rights of the Child (CRC); as children are the subjects most frequently portrayed

To view full Code of Conduct in .pdf format 546KB click here. For a guide to understanding and implementing the Code of Conduct on Images and Messages in .pdf format 2MB click here.