Co-Creation vs Commissioning: What’s the difference and why it matters

Author

Emma Bracegirdle

Date

June 30, 2025

Read Time

3 Minutes

We talk a lot about co-creation at The Saltways. But it’s not just a buzzword. It's a radical shift in how stories are told, especially in the nonprofit sector, where content too often gets created about people rather than with them.

Co-Creation vs Commissioning: What’s the difference and why it matters

We talk a lot about co-creation at The Saltways. But it’s not just a buzzword. It’s a radical shift in how stories are told, especially in the nonprofit sector, where content too often gets created about people rather than with them.
So, what’s the difference between commissioning a film and co-creating one? And how do you know if your organisation is truly ready for it?
Here’s a breakdown to help you figure it out and a few things to think about before you press record.

Commissioned content centres your brand. Co-created content centres people

A commissioned film often starts with a creative brief, internal messaging priorities, and sign-off points. And that’s totally understandable, you need a film that aligns with your goals.

But co-creation starts somewhere else entirely.

It starts with asking: Whose story is this?
And: What would it look like to let them lead it?

Co-creation means involving contributors from the beginning not just as “case studies” but as collaborators. It means adapting your structure, script, or schedule to make space for their voice.

The result? Films that feel less like campaigns and more like conversations and audiences notice the difference.

Co-creation takes more time yet builds more trust

Yes, it’s more involved. You need more planning, more listening, and more flexibility. You might spend hours getting to know a contributor, researching, turning over every stone before filming a single frame.

But co-creation pays off in trust. When people feel safe, seen, and heard, they open up. They share more than the polished story — they share truth. And that’s what your supporters will connect with.

In our work with CoppaFeel!, for example, we co-created a legacy film with a supporter named Sue. She helped shape the script, chose her filming locations, and reviewed every cut. The result? A film that not only landed 11 legacy pledges and left our collaborator, Sue, proud to have told her story.

Co-creation means giving up a bit of control

Let’s be honest — this is the scary part. Because true co-creation means you might not get the exact story you expected. A contributor might want to share something difficult, or skip over the part your funder wanted front and centre. It’s messy. It’s not always neat. But it’s more powerful than anything you could have scripted. Letting go of the reins doesn’t mean compromising your message — it means strengthening it through trust and honesty. If you’re working in partnership with the people you support, then the story should reflect that.

It’s not always either/or

Not every piece of content needs to be fully co-created. There’s still space for commissioned work that delivers on campaign goals. But when it comes to capturing stories of lived experience, the ones that require deep care, co-creation should be your go-to.
You can start small: 

• Run a short workshop before a film shoot.
• Ask your contributors how they’d like to be represented. 
• Give people edit review access and let them shape how their story ends.

These aren’t just good practices, they’re ethical storytelling in action.

Co-creation is a mindset

It’s about how you approach the people you film. How you treat their story. And how you hold space for vulnerability, dignity, and joy.
If your nonprofit is ready to move beyond messaging and start building meaningful films with your community, we’d love to help.
Drop us a line at emma@thesaltways.com to talk about how co-creation could look for your next project.

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Co-Creation vs Commissioning: What’s the difference and why it matters

We talk a lot about co-creation at The Saltways. But it’s not just a buzzword. It's a radical shift in how stories are told, especially in the nonprofit sector, where content too often gets created about people rather than with them.

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