Dochas Code of Conduct
on Images and Messages

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APA is a signatory of the Dóchas Code of Conduct on Images and Messages (“the Code”) and commits to applying the Code’s principles for all of our communications.
 
The Code: 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: APA 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, APA 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. APA also agrees a number of commitments to ensure the Code’s principles are implemented throughout all activities of our organisation.
 
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 vulnerable people.

 
Feedback: Your comments and feedback on all of our communications (website, brochures, flyers, adverts etc.) are greatly appreciated because only you can tell us how we come across and how you feel about the people and issues we portray.
 
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 the a particular picture, video or article
• 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 or other material that you thought was particularly effective or stood out

 
Source: www.dochas.ie/code
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