#OverExposed: relaunching our ethical storytelling campaign

Three years ago, we launched #OverExposed, a campaign urging the development sector to re-think its approach to storytelling.

We wanted to address the complex power dynamics that underpin the images and language used to represent the children we support and serve. We knew it was possible to highlight the needs of children in vulnerable situations through positive, respectful communication practices – and bring the sector along with us.

When we launched, 20 fellow organisations in the international development space took our pledge and committed to changing their approaches to communications in line with the campaign principles.

As an organisation, we moved away from traditional communication practices in the international development community, which can put children as the faces of campaigns that they may not be able to fully consent to or understand. One of the key things we changed was to remove identifiable children’s faces from all our communications, including fundraising materials.

Omar doesn’t understand what a multi-channel, segmented, cross-platform high-net-worth donor campaign is, so how could he possibly consent to his photo being used in it? Watch the campaign launch video:

So, what have we learned three years on?

When we first took the plunge, we lost 80-90% of our imagery overnight. So, finding images we could use was challenging. Plus, we were coming out of COVID, so getting new in-country content was difficult. While some photographers and videographers struggled to understand that we don’t show identifiable faces, others have taken the challenge in their stride and produced fantastic, creative solutions to capturing the work we do. We found it helped to work with photographers who are mothers, who could understand the need for not showing their children’s faces.

Our focus on being child-centered has helped reframe the way we approach our communications. As the Communications Manager, I often think how can I use our platform for a child or young person that we work with to tell their story, instead of us speaking on their behalf.

The campaign also required us to build strong staff awareness on informed consent when collecting content – taking time to explain to participants how stories are used, conducting interviews in local languages and giving them the right to remain anonymous all help to ensure that the people we work with are fully comfortable and informed about how their stories will reach our audiences.

And the million-dollar question: did it impact our fundraising?

The short answer is: no.

Since we launched three years ago, we have seen year-on-year growth in our income. Of course, we must credit the amazing work of our global team for ensuring that Chance for Childhood appeals to donors and keeps their trust.

However, we saw no appreciable drop in support as a result of the campaign. In fact, we’ve had interest from funders to learn more and see how they can support, and one foundation asked us recently to present to their marketing team on the principles of the campaign. We’ve found that the campaign gives us a great conversation starter, and a unique selling point compared to other charities. And since #OverExposed, we have run many successful fundraising campaigns without featuring children’s faces.

What’s next for #OverExposed?

In 2025, we are re-launching the campaign, sharing what we have learned with the sector and bringing together new partners into the movement to discuss how we can all ensure more ethical approaches to communications across our sector. While we have seen lots of change in the sector, there is still work to be done and we want to be leading those conversations.

You can read the campaign principles and take the #OverExposed pledge as an individual or organisation here: www.chanceforchildhood.org/join-the-movement/.

Chance for Childhood will also be convening training and discussion and learning sessions that pledgers can join.