Ethical Storytelling: A How to Guide
By Rachel Henry
For many non-profit and charitable organizations, storytelling is currency. Impactful stories can amplify awareness, raise money and help you achieve your mission by demonstrating the good you’re doing. To truly be relevant and relatable to your audience, the stories you tell need to be human-centered—but incorporating diverse perspectives can give rise to ethical concerns.
In 1985, photographer Steve McCurry’s memorable “Afghan Girl” photo made the cover of National Geographic. Sharbat Gula, the then 12-year-old subject, was an Afghan refugee residing in Pakistan, who was pulled from class with other girls to have their photo taken by McCurry, without their or their families’ permission. The haunting photo was said to capture the fear and uncertainty of war, while the truth was that in Pashtun culture, it’s believed women should not show their faces to men outside the family.
Forcing a narrative can put implicit pressure on individuals, while eliminating the control they have over their personal stories through power dynamics, like with Sharbat Gula. When done well, ethical storytelling can build trust with your audience and community, which leads to greater support and impact—but only if your stories are authentic and sensitive to the subject. Stories that exoticize, tokenize or “other” community members can lead to re-traumatization, and even confidentiality and safety issues.
In this article, we’ll explore five ways you can implement ethical storytelling while sharing valuable case statements and testimonials from community members.
In 1985, photographer Steve McCurry’s memorable “Afghan Girl” photo made the cover of National Geographic. Sharbat Gula, the then 12-year-old subject, was an Afghan refugee residing in Pakistan, who was pulled from class with other girls to have their photo taken by McCurry, without their or their families’ permission. The haunting photo was said to capture the fear and uncertainty of war, while the truth was that in Pashtun culture, it’s believed women should not show their faces to men outside the family.
Forcing a narrative can put implicit pressure on individuals, while eliminating the control they have over their personal stories through power dynamics, like with Sharbat Gula. When done well, ethical storytelling can build trust with your audience and community, which leads to greater support and impact—but only if your stories are authentic and sensitive to the subject. Stories that exoticize, tokenize or “other” community members can lead to re-traumatization, and even confidentiality and safety issues.
In this article, we’ll explore five ways you can implement ethical storytelling while sharing valuable case statements and testimonials from community members.
- Setting procedures to protect the people you serve
- Establishing informed consent
- Creating grounds for a respectful interview
- Letting interviewees tell their story the way they want it told
- Asking for feedback
5 tips to tell stories ethically
1. Protect the people you serve
Coercion and manipulation have no place in storytelling. People deserve to know how you’ll depict them, the extent their narrative and photo will be used, and what it might mean for them, those close to them, and their privacy.
Put policies and procedures in place to protect the people you serve. Media consent forms, review and feedback procedures, and appropriate use of survivor’s images and quotes should all be well established and explained prior to your interview and before they sign on the dotted line. Be clear that interviewees always have the option to change their mind and revoke consent to use their story or images at any time.
2. Create a culture of informed consent
Before you hit the “record” button, ask for consent. Don’t assume the interviewee knows what the interview process will look like, or what information you’ll include. Clearly explain the purpose of the story, where and how it will be used, and answer any questions openly and transparently.
Don’t forget to ask if you can include their name, pronouns, photos, or other identifiable information. Invite a translator if you speak different languages to ensure everyone is understood.
3. Treat each subject with respect
Often, non-profits rely on saviourism to imply that the organization itself is responsible for the welfare of the community, not the advocacy of individuals for their own circumstances. By soliciting stories of trauma and adversity, and then framing the individual as someone to be “saved,” the non-profit is essentially exploiting the interviewee for financial gain.
Instead, choose empowering quotes and imagery that uphold the dignity of your subject. Highlight their agency and empowerment by choosing to convey the inspiration of the story, not focus on the potentially demeaning aspects.
4. Let your subject tell their story
Whenever possible, allow individuals to share in their own words—they’re the expert of their story. This will help you avoid writing an overly simplistic or sensationalized story, and keep the human telling the narrative central to what they’re sharing.
Always represent a situation truthfully, as told by your subject, in the language they want to use. Denoting bias will forge a deeper connection with the protagonist and show that you acknowledge and value their differences.
5. Welcome feedback
Think of your interviewee as a collaborator and co-author, and invite them to review the story and provide feedback. Prioritize how they want to be understood and remembered through their story, and continue to check in.
Sharing personal experiences can be very stressful, so remember to voice your gratitude about what’s being shared. Let them know they are safe, seen, and heard, not like their personal suffering is being put on display to elicit a response from your audience and donors. By maintaining your relationship beyond your fundraising campaign, you can establish a trustworthy partnership that will continue to grow organically.
Coercion and manipulation have no place in storytelling. People deserve to know how you’ll depict them, the extent their narrative and photo will be used, and what it might mean for them, those close to them, and their privacy.
Put policies and procedures in place to protect the people you serve. Media consent forms, review and feedback procedures, and appropriate use of survivor’s images and quotes should all be well established and explained prior to your interview and before they sign on the dotted line. Be clear that interviewees always have the option to change their mind and revoke consent to use their story or images at any time.
2. Create a culture of informed consent
Before you hit the “record” button, ask for consent. Don’t assume the interviewee knows what the interview process will look like, or what information you’ll include. Clearly explain the purpose of the story, where and how it will be used, and answer any questions openly and transparently.
Don’t forget to ask if you can include their name, pronouns, photos, or other identifiable information. Invite a translator if you speak different languages to ensure everyone is understood.
3. Treat each subject with respect
Often, non-profits rely on saviourism to imply that the organization itself is responsible for the welfare of the community, not the advocacy of individuals for their own circumstances. By soliciting stories of trauma and adversity, and then framing the individual as someone to be “saved,” the non-profit is essentially exploiting the interviewee for financial gain.
Instead, choose empowering quotes and imagery that uphold the dignity of your subject. Highlight their agency and empowerment by choosing to convey the inspiration of the story, not focus on the potentially demeaning aspects.
4. Let your subject tell their story
Whenever possible, allow individuals to share in their own words—they’re the expert of their story. This will help you avoid writing an overly simplistic or sensationalized story, and keep the human telling the narrative central to what they’re sharing.
Always represent a situation truthfully, as told by your subject, in the language they want to use. Denoting bias will forge a deeper connection with the protagonist and show that you acknowledge and value their differences.
5. Welcome feedback
Think of your interviewee as a collaborator and co-author, and invite them to review the story and provide feedback. Prioritize how they want to be understood and remembered through their story, and continue to check in.
Sharing personal experiences can be very stressful, so remember to voice your gratitude about what’s being shared. Let them know they are safe, seen, and heard, not like their personal suffering is being put on display to elicit a response from your audience and donors. By maintaining your relationship beyond your fundraising campaign, you can establish a trustworthy partnership that will continue to grow organically.
Infuse your storytelling with integrity
Fragmented storylines don’t paint the whole picture of rich and full lives. Together we can set a new standard of storytelling in the social impact sector—one committed to integrity and equality. The organization Ethical Storytelling delves into the obstacles we may encounter while sharing others’ narratives: power dynamics, consent, best practices, and more. Learn how to integrate the values and standards of ethical storytelling on their website and podcast.
