Guiding principles

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 charity work and 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.