Our sensitive storytelling approach has been shaped by years of working with individuals and communities who are sharing deeply personal experiences.
Sensitive storytelling is about more than just following ethical guidelines, it’s about building trust with your contributors and your audience. When you prioritise empathy and respect, your stories become more authentic and impactful, making them more likely to inspire the change you hope to see.
When stories are told this way, they not only elevate the voices of those you serve, but you also ensure that your campaigns resonate with your audience in a way that motivates them to act.
Our Principles
It’s not your story
People are the experts of their own lives, and our role is to walk beside them rather than speak for them.
Do no harm
Stories should never come at the cost of someone’s wellbeing, which means care must always come before content.
Show the whole person
No one is defined by a single story, so we honour people’s strengths, struggles, and humanity in equal measure.
Consent is ongoing
True consent is built on trust, where people understand how their story will be used, feel safe in the process, and know they can step back at any time.
Context matters
Every story sits within culture, history, and community, and we take the time to listen, learn, and represent that with respect.
