Why Ethical Filmmaking matters for the charity sector

Author

Zara

Date
Read Time

4 Minutes

We are passionate about bringing more authentic and ethical stories to the surface. Let’s ditch the overly dramatic editing and stick to the heart of the story – the people.

If not us, then who?

Charity itself is rooted in values of compassion, solidarity, and justice; these people-focused values must be reflected in how stories are told and that means in the content that is produced too.

At a time where audiences are increasingly skeptical of organisations, transparency is key to building trust. Ethical filmmaking emphasises clear communication with both participants and audiences.

Having seen countless charity films where cameras invade the privacy of the most vulnerable, it’s clear that ethical filmmaking isn’t just a “nice-to-have”—it’s essential. One major challenge in charity communications is avoiding sensationalised images that focus on suffering to provoke emotion. While this may quickly generate donations, it can be deeply problematic.
Trust in charities is easily damaged when they fail to communicate respectfully about the people they support. By respecting participants and giving them the space to share their stories, you can build trust and make a meaningful difference in the sector.
By respecting participants, your film can:

  • Empower them to share their story
  • Feel more authentic and organic
  • Help audiences connect with the narrative – seeing themselves or a loved one in the story
  • Enhance the credibility of your charity

Authentic, raw storytelling not only connects with your supporters but sets a valuable precedent for other charities. As CharityComms  notes, “It’s vital that the people we film are active participants in the process, treated as partners rather than subjects.”

For example, when co-creating content with young people supported by the Huntingtons Disease Association, we involved them in every stage of the filmmaking process. This openness allowed the charity and the young people to work together toward a shared goal, strengthening relationships and ensuring the final product reflected the true spirit of the campaign. Read more about this project.  

Focusing on Authentic Stories

Charity filmmaking should always seek to give a voice or platform to the people (or places) that they serve. Instead of filmmakers crafting a story or a script to follow, they should instead invite individuals to express how they want their stories told. By prioritising co-creation, filmmakers help charities to ensure that participants feel seen, heard, and validated in their experiences.

An honest portrayal of the people and issues involved gives audiences the chance to see the true impact and value of the charity’s work.
Community Impact

Ethical filmmaking goes beyond just filming and editing. If your film is meant to benefit a local or wider community, how accessible is it for them to watch? Will it be available for free online or shown in local community centres? Charity films that are accessible and follow through on their community impact are so much more powerful – in every way!

Ultimately, ethical filmmaking is about creating films that align with the values of the charity sector: compassion, respect, and a commitment to positive change.

When stories are told ethically, they have the power to inspire action, build community, and create a lasting impact. More importantly, they uphold the dignity of the people whose stories are being shared. For charities, the choice is clear: ethical filmmaking isn’t just a matter of best practice—it’s essential.

To get started on your very own ethical charity film email emma@thesaltways.com to get started on your next project.

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