MORE than 100 NGOs and advocates have joined forces to introduce a comprehensive guide aimed at transforming ethical storytelling in the development, humanitarian, and philanthropic sectors. This guide, titled Better Conversations about Ethical Storytelling, comprises six chapters and a series of videos developed collaboratively with input from over 140 participants, including civil society representatives and individuals with lived experiences. The chapters cover various aspects, such as making a compelling business case for ethical storytelling, assessing its impact, fostering trust, and practical implementation.
Victor Mark-Onyegbu, Grants Lead at Africa No Filter, the non-profit organisation that works to challenge and change harmful narratives about Africa, highlighted the changing landscape in which audiences and funders are becoming more socially conscious. The guide emphasises the importance of not only telling stories more ethically but also diversifying the narratives to include voices with lived experiences. By providing a platform for these individuals to share their perspectives and solutions, it enhances decision-making, programme effectiveness, and trust-building.
For years, narratives have sometimes unintentionally perpetuated stereotypes that depict communities as problems in need of salvation, rather than integral parts of solutions. Levis Nderitu from PATH, the international nonprofit global health organisation, emphasised the need for organisations to update their storytelling practices to align with evolving industry norms and the demand for power shifts.
Chilande Kuloba-Warria, one of the authors, stressed the necessity of prioritising community voices in storytelling. She cited an African proverb suggesting that until the lion learns to write, stories will always glorify the hunter, highlighting the need for a narrative shift.
The project aims to encourage better conversations about ethical storytelling, fostering diverse perspectives and encouraging reflection on challenges. M&C Saatchi World Services Director of Strategy, Andy Wright, stated that this approach elevates the agency of communities worldwide.
Key contributors and organisations that shaped this toolkit include Africa No Filter, BRAC, CARE, and Grantmakers for Girls of Colour. M&C Saatchi World Services facilitated the project with support from the Conrad N. Hilton Foundation. The guide is available for free.