Dochas Code of Conduct on Images and Messages

The Code

The Dóchas Code of Conduct on Images and Messages offers a set of guiding principles that can assist NGOs in their decision-making about which images and messages to choose in their communication while maintaining full respect for human dignity. EIL Intercultural Learning is a signatory of the code.

You can learn more about the code on the Dóchas Code page, but here are the key 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.

What does this mean in practice?

When taking photos, videos, blogging about a situation, etc. avoid images and messages that potentially stereotype, sensationalize or discriminate against people, situations or places. Ask permission to the subjects (or subject’s parents/guardians).

Think about the following questions when you make and use and image or message:

  • Does the image/story respect the dignity of the subject portrayed?
  • Would those people directly affected by this image and/or message feel that it is a fair and true representation?
  • Might the use of this image/story contribute to cultural or racial stereotyping of people, places and situations? 
  • Does this picture include a good caption describing the situation, where and when the picture is taken and the names of the subjects?