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Dóchas Code of Conduct on images and messages

This Code of Conduct was developed by the members of Dóchas, the Irish association of Non-Governmental Development Organisations, and adopted in 2007.

It supplies a framework for sound and fair communications across the NGO sector in Ireland and beyond. The Code is designed to support NGOs when communicating development issues and to assist with the day-to-day work of the variety of Irish organisations and their partners, working in long-term development, development education and humanitarian relief.

Implementation of the Code

VIVA strives to support the Code’s implementation and to promote it across all members of staff, as well as partners, contractors and the wider NGO sector. By signing the Code, VIVA commits to a set of principles, ensuring that we will avoid stereotypical or sensational images, respect the dignity and equality of all people portrayed and promote fairness, solidarity and justice through all our communications

The Code is an attempt by Irish NGOs to regulate themselves and to lead by positive example. It strives to encourage an accurate representation of development issues and the people with whom Irish NGOs work in many different countries and contexts, and to facilitate a critical engagement of the Irish public with development issues.

Feedback

We would love to receive feedback on all of our communications (website, brochures, flyers, adverts etc )

Please get in touch with us:

  • if you feel like some of the images or messages we use in our communications misrepresent the issues and people we strive to portray
  • if you feel like an image or artwork we use is breaking the Code's principles
  • if you're unhappy with a particular picture, video, article etc.
  • if you have ideas on how to improve the existing coverage of a topic
  • if you like our communications materials
  • if there is a specific photo, article, brochure, ad etc. that you thought was particularly effective or stood out

Please send an email with your feedback and comments to VIVA’s Dóchas Code Champion, Mike Burke (mike@viva.ie). Should you, for whatever reason, not be satisfied with how we handle your comments and feedback or feel that the manner in which we have dealt with your complaint does not meet your expectations, you can raise the issue with Dóchas itself.

Please note that Dóchas is asking people only to make use of this facility once they have raised the issue with the organisation concerned (rather than sending complaints directly to Dóchas).

Guiding principles

The selection of images and messages will be made on the basis of the following principles:

  • 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 vulnerable people.

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