Storytelling for NGOs without exploiting people

Why does ethical storytelling matter?

Stories raise funds and build understanding. They can also harm. A story can expose someone to risk, show a person only as a victim, or take something from a person who gets nothing back.

The Dochas Guide to Ethical Communications, a resource for humanitarian and development NGOs, says that imagery and messages can have an enormous impact on perceptions and attitudes. It asks organisations to respect the dignity, privacy and security of the people who share their stories, and to be aware of power dynamics in the creative process. Bond, the UK network for development organisations, says in its 2024 guidelines that we can do harm while doing good.

This article gives general guidance. Check your own organisation's policies and any donor rules.

What are the core principles?

The Dochas guide sets out four commitments: authentic representation, contributor-led stories, informed consent and upholding standards. In plain terms:

1. Truth and context. Show a fair picture, not one small part that reinforces a stereotype.
2. Dignity and agency. Show people as capable actors in their own lives, not only as people who need help. Recognise local staff and partners too.
3. The person leads. Centre the story on the person, in their own words, rather than on an outside expert.
4. Consent. The person understands and agrees, freely.
5. Safety first. Protect the person and their community before the interest of the organisation.

How do you get real informed consent?

Bond calls informed consent the cornerstone of ethical practice, and says it is more than form-filling: it is a process of dialogue, listening and answering questions. Use these steps.

1. Explain in simple words, in the person's language. Where language is a problem, use a trusted interpreter.
2. Say what you will use the story for, where it will appear, and how long you will keep it.
3. Say who might see it. Include people they know, and people far away. Content online can last a long time.
4. Show examples of similar materials, if you can.
5. Make it safe to say no. Say clearly that there will be no negative consequence for saying no. Ask more than once: "Are you still comfortable?"
6. Do not suggest any benefit. The Dochas guide says consent must be free from pressure and false expectation of financial or other benefit.
7. Record the decision in writing, including whether the person wants to be named.
8. Explain withdrawal. The person can change their mind, and you must have a process to remove the content.

How do you check safety before you publish?

Some people cannot be named or shown. Reasons include conflict, risk of reprisal, protection concerns or the situation of children. Ask before publishing:

In Myanmar, security conditions can change. A story that is safe today may not be safe next year. Review old content from time to time and remove items if conditions change.

How do you write a story that is honest and strong?

Use a simple structure.

1. Start with the person's own words. Use a direct quote where you have permission.
2. Say what the situation is, with context. Include the causes, not only the effects.
3. Show what the person did. Show their choices and efforts.
4. Show the support, including support from local partners, and say what it changed.
5. Be honest about limits. Do not promise that the project solves everything.
6. Add a clear caption with names only where consent allows.

Avoid words that invite pity, such as "helpless". Do not invent details or merge different people into one character without saying so. Do not exaggerate numbers. For case study structure, see how to write a case study about your work.

How should you handle photos and video?

• Get consent before you take a photo, and again before you use it.
• Capture the person's name and whether they want it shown.
• Do not use stock or AI images in ways that mislead people about real events. Bond's 2024 guidelines include sections on stock imagery and AI-generated content.
• Store files securely and keep a log of consent next to each file.
• Delete content when consent is withdrawn.

Read our guide on ethics and consent in data collection for related principles.

What mistakes should you avoid?

• A form signed in a rush. Consent needs time.
• Telling the story for the person. Let them speak.
• Choosing the most dramatic photo. Choose the most accurate one.
• Forgetting to go back. Share the final result with the person where possible.

How EMPO can help

EMPO is a reliable, Yangon-based training and consultancy provider and one of Myanmar's leading names in practical training for NGOs and CSOs, with 1,200+ people trained and 15 partner organisations. We run Effective Communication Skills and Report Writing training, online or in person across Myanmar, in English and Burmese. See our training services or contact us.

Sources

• Guide to Ethical Communications — Dochas, 2025
• Putting the people in the pictures first: Guidelines for the ethical production and use of content — Bond, 2024