Photo and Video
Many of our marketing materials are built around images provided by Water Mission staff or professional photographers.
Use our creative principles—create movement, have focus, be real—as guidance in selecting the most brand-supportive images to use in any communications. These creative principles should also be used while capturing photos and videos for Water Mission.
Photography Style
Our photography image style isn’t “styled.” It’s authentic. This is where the creative principle “Be Real” comes to life. We are advocates for the people we photograph, whose images we use, and the stories we share. They trust us to depict them truthfully, respectfully, and with the utmost integrity. We are bound by these protocols for legal and ethical reasons and by our Christian faith and our desire to honor their God-given dignity.
When selecting photographs from our PhotoShelter image library, keep the following in mind:
Real people: These are real people and deserve respect. Never objectify or depict anyone as a helpless victim. Do not to cover faces with text or crop bodies in a way that makes appendages look cut, which can be offensive in some cultures. Lift up all people as individuals, equals, and agents of real change.
Real places: Choose shots that reflect the reality of the country and a sense of community. Do not manipulate photos or use images that are exploitative or sensationalized.
Real projects: Show the context of our work—tragedies as well as triumphs—in a way that honors the humanity that binds us together.
Real progress: Select photographs that show the evidence of our work—the progress, partnerships, and lasting impact.
Real quality: Use images that are rich in color (e.g., not washed out). Do not “over-process” images with sharpness or color-correction, which can make the image look unrealistic.
Scale
A great way to support effective storytelling is scaling images, in alignment with our creative principles “create movement” and “have focus.” Zoom in when an intimate feeling will create the best connection; pan out when capturing the full scope of a project when needed to inspire.
Small stories
The smallest, most intimate details can reveal so much. Pause on powerful moments. Get close up to create an emotional connection. Capture the intent of the work of Water Mission.
Example: Focus on a particular person and their experience with Water Mission, whether a partner in the field or someone drinking safe water. Or focus on a particular initiative, such as Living Water.
Constant progress
Through image choices, bolster the transparency and authenticity of our brand, highlighting the progress that results from our work.
Example: Use a powerful visual to give readers an inside understanding of our model. Take them on a journey, enabling them to feel the joy of achievement in the face of obstacles.
The big picture
Share the big picture and overarching story. Highlight our greatest achievements, the changes we’ve helped bring about, and our ongoing goals.
Example: Show impact and celebrate results. When finishing a big project like installing a safe water solution or building new latrines at a school, look back at the process and capture the magnitude of the achievement.
Sharing Our Resources
Captions
Whenever possible, include a caption that includes:
The first name of those in the image,
Some brief information about the person, and
The name of the community.
For example, a caption might read, "Maria, age 5, Sitala, Mexico." This helps underscore that the person pictured is real and increases the connection with the audience.
Current, timely stories
As part of our commitment to integrity in communication, the needs we share must be supported by current stories. Choose stories and images that are three years old or newer.
This does not apply to the use of representational photos. Also, when sharing successful impact stories (provided they relate to the same need or type of need), the three-year limit may be relaxed.
In the rare occasions that a photograph older than three years is appropriate, include a disclosure (usually an adjacent photo credit with year) to avoid giving the impression that the photo is current. The accompanying story text should also make the time frame very clear.
Photo Shelter
With a few exceptions, images used in Water Mission materials should come from approved Water Mission sources, usually our Photo Shelter library. This helps support the brand by ensuring that visuals are consistent and that standards such as child protection guidelines are met.
Never use stock photography when illustrating our work. It is only acceptable when conveying non-Water Mission elements such as market contexts and target audiences.
When selecting imagery to support your message, be sure to use our creative principles as a guide.
If images are to be uploaded into our PhotoShelter library, use the following naming convention. This can be accomplished in most photo editing software during the “export” process.
Photo/Video Capture Consent
The following approaches should be taken to gather informed consent.
As a people-centered organization, we must ensure we treat people with dignity and respect. We must provide clear information about why we want to take a person’s image and explain that it is their right to refuse to participate or to remain anonymous. Extra care should be taken to ensure they understand that not taking part in a photo/video shoot will not jeopardize any project work within the community. Consent must be freely given and should be recorded as either a signed consent form (print or digital via pdf) or a video recording. The request for consent must be presented in a manner which is clearly distinguishable from other information, in an easily accessible form, and using clear and plain language.
Whenever possible program staff should visit a community in advance and explain about the forthcoming trip by the filmmaker and photographer before it takes place. They should take examples of relevant publications to demonstrate how the images may be used and spend time discussing any concerns. This enables community members to decide if they wish to spend time with the visiting team and are happy for their images to be used.
We must explain how the images and stories that we collect will be used (across print, digital, TV, direct mail, etc.) and should show examples to clarify this. It must be made clear that the images will be used widely and internationally. If someone is happy for us to take and use their image but doesn’t want them to be used in a particular medium, e.g., social media, then this should be recorded, and the images must not be used in this way.
For anyone under 18 years of age, consent should be sought from whoever has parental responsibility. In addition, any child over 12 years old must also give consent. If the child does not wish to be filmed or have their photograph taken this must be respected.
If consent is discussed at a community meeting, then agreement can be filmed, or the community leader should be asked to sign a written consent form. Additional individual consent should be gathered for anyone interviewed or featured prominently in a film or photograph. We must respect local hierarchal structures to ensure that we ask consent from the correct people. Parents or guardians must give consent for children, as well as the children themselves.
We must pay particular attention to explaining and obtaining consent if collecting sensitive information, including data revealing racial or ethnic origin, religions of philosophical beliefs, data concerning health or a person’s sex life or sexual orientation.
There are occasions where we work with people who are illiterate, and their written consent would not necessarily mean informed consent. In these cases, filmed consent is a better option.
Requests for consent must be carried out in local languages – ideally through a translator.
Contact information of country program staff member should be left with the community, so that individuals can ask questions about the use of their image and remove their consent if they so wish.
The individual responsible for gaining consent on a trip should confirm that it has been gathered for all images submitted to PhotoShelter (Water Mission’s Digital Assets Management System). Completed consent forms or filmed consent should be stored alongside the relevant images on PhotoShelter. For Water Mission staff, consent forms should be passed to the MarCom Photo team to be uploaded.
Discussing and gathering consent is not always straight-forward and the following issues should be considered by the person getting consent:
People may agree for their images to be taken without a full understanding of what they will be used for.
There is not an equal power relationship between Water Mission and a community member who we are working with. People may feel unable to refuse a request to be photographed or filmed in case it jeopardizes the community project.
Ideally, the practice of gathering images should involve a dialogue with the person or community about their representation and they should be engaged as active participants in the process. People should be comfortable with the process and happy for their images to be taken and used.
Simply asking "Can I take your photo?" is not enough, particularly if you intend to publish images anywhere including personal social media accounts.
Our process of gathering informed consent must consider the fact that someone being photographed or filmed may change their mind either during a shoot or afterwards. Such a decision must be respected.
You can find consent forms at the bottom of this section. Forms available are in English, SpanishCreole, Swahili, and Ukrainian. Country program staff or the trip leader will be able to advise which form is the most appropriate.
It is our responsibility to discuss consent and ensure that communities understand why images are being taken and what they are being used for. If a Water Mission employee, freelancer or someone working for a partner organization feels that a photographer or filmmaker is working in an inappropriate way, or that inappropriate questions are being asked, they must immediately raise their concerns with country program staff or the trip lead.
Photo/Video Capture Consent
The following approaches should be taken to gather informed consent.
As a people-centered organization, we must ensure we treat people with dignity and respect. We must provide clear information about why we want to take a person’s image and explain that it is their right to refuse to participate or to remain anonymous. Extra care should be taken to ensure they understand that not taking part in a photo/video shoot will not jeopardize any project work within the community. Consent must be freely given and should be recorded as either a signed consent form (print or digital via pdf) or a video recording. The request for consent must be presented in a manner which is clearly distinguishable from other information, in an easily accessible form, and using clear and plain language.
Whenever possible program staff should visit a community in advance and explain about the forthcoming trip by the filmmaker and photographer before it takes place. They should take examples of relevant publications to demonstrate how the images may be used and spend time discussing any concerns. This enables community members to decide if they wish to spend time with the visiting team and are happy for their images to be used.
We must explain how the images and stories that we collect will be used (across print, digital, TV, direct mail, etc.) and should show examples to clarify this. It must be made clear that the images will be used widely and internationally. If someone is happy for us to take and use their image but doesn’t want them to be used in a particular medium, e.g., social media, then this should be recorded, and the images must not be used in this way.
For anyone under 18 years of age, consent should be sought from whoever has parental responsibility. In addition, any child over 12 years old must also give consent. If the child does not wish to be filmed or have their photograph taken this must be respected.
If consent is discussed at a community meeting, then agreement can be filmed, or the community leader should be asked to sign a written consent form. Additional individual consent should be gathered for anyone interviewed or featured prominently in a film or photograph. We must respect local hierarchal structures to ensure that we ask consent from the correct people. Parents or guardians must give consent for children, as well as the children themselves.
We must pay particular attention to explaining and obtaining consent if collecting sensitive information, including data revealing racial or ethnic origin, religions of philosophical beliefs, data concerning health or a person’s sex life or sexual orientation.
There are occasions where we work with people who are illiterate, and their written consent would not necessarily mean informed consent. In these cases, filmed consent is a better option.
Requests for consent must be carried out in local languages – ideally through a translator.
Contact information of country program staff member should be left with the community, so that individuals can ask questions about the use of their image and remove their consent if they so wish.
The individual responsible for gaining consent on a trip should confirm that it has been gathered for all images submitted to PhotoShelter (Water Mission’s Digital Assets Management System). Completed consent forms or filmed consent should be stored alongside the relevant images on PhotoShelter. For Water Mission staff, consent forms should be passed to the MarCom Photo team to be uploaded.
Discussing and gathering consent is not always straight-forward and the following issues should be considered by the person getting consent:
People may agree for their images to be taken without a full understanding of what they will be used for.
There is not an equal power relationship between Water Mission and a community member who we are working with. People may feel unable to refuse a request to be photographed or filmed in case it jeopardizes the community project.
Ideally, the practice of gathering images should involve a dialogue with the person or community about their representation and they should be engaged as active participants in the process. People should be comfortable with the process and happy for their images to be taken and used.
Simply asking "Can I take your photo?" is not enough, particularly if you intend to publish images anywhere including personal social media accounts.
Our process of gathering informed consent must consider the fact that someone being photographed or filmed may change their mind either during a shoot or afterwards. Such a decision must be respected.
You can find consent forms at the bottom of this section. Forms available are in English, SpanishCreole, Swahili, and Ukrainian. Country program staff or the trip leader will be able to advise which form is the most appropriate.
It is our responsibility to discuss consent and ensure that communities understand why images are being taken and what they are being used for. If a Water Mission employee, freelancer or someone working for a partner organization feels that a photographer or filmmaker is working in an inappropriate way, or that inappropriate questions are being asked, they must immediately raise their concerns with country program staff or the trip lead.
Social media and consent
Informed consent must be gathered for images shared on social media. This includes any photos shared on personal or official Water Mission channels by volunteers, staff, and supporters.
Our pledge to communities when gaining consent:
We will explain how and where images will be used, using examples wherever possible.
We will represent people accurately and honestly.
We will only take images of people who want their images taken.
We will not identify people who wish to remain anonymous.
If a person initially agrees to have the image taken and subsequently withdraws their consent, this decision will be respected.Informed consent must be gathered for images shared on social media. This includes any photos shared on personal or official Water Mission channels by volunteers, staff, and supporters.
Our pledge to communities when gaining consent:
We will explain how and where images will be used, using examples wherever possible.
We will represent people accurately and honestly.
We will only take images of people who want their images taken.
We will not identify people who wish to remain anonymous.
If a person initially agrees to have the image taken and subsequently withdraws their consent, this decision will be respected.