#OverExposed

Africa is not a problem to be solved, but a story to be told. It’s time to re-think our approach to imagery and storytelling.

The Campaign

Launched in 2022, our #OverExposed campaign challenged traditional thinking in the development sector around ethical use of imagery and storytelling, and urged fellow organisations to re-think how we use the stories of the people that we support.

One of the key changes for us was taking the decision to remove identifiable features of children under 18 from all of our communications, including in all fundraising campaigns. In 2025, we relaunched the campaign to tackle new threats in our sector such as AI images, and continue the vital conversation we started three years ago.

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The campaign principles

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I will prioritise the rights, wellbeing, dignity, privacy, and agency of every child whose story or image I engage with, wherever they are in the world.

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I recognise that informed consent is complex, may evolve over time, and is not always possible —and I will respect this in all storytelling decisions.

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I will only share or re-share child-centred stories using positive, strength-based language that upholds the child’s humanity and avoids perpetuating negative stereotypes.

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I will pause and reflect before sharing any story or image of a child, asking whether it could put them at risk or cause harm now or in the future.

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I will take responsibility for the power I hold in collecting, sharing, and amplifying children’s stories, and I will encourage others to do the same with care and integrity.

Reframe our thinking.
Reshape their future.

Why #OverExposed?

We are moving away from traditional communication practices in the international development community which can feature African children as the faces of campaigns that they may not be able to fully consent to, or understand.

Omar doesn’t understand what a multi-channel, segmented, cross platform high-net-worth donor campaign is, so how could he possibly consent to his photo being used in it?

This is why we’ve stopped using identifiable images of children in all our communications.

Be part of the campaign:

Join the movement

“They take pictures of our pain”

“As a Rwandan, my country has instilled in me what it means to have Agaciro, which means dignity. This means that even when I know that my country is not the richest in the world, we can provide the answers to our own challenges.”

Grace Gatera, a mental health advocate living in Kigali shares why the #OverExposed is so important for tackling power imbalances.

Read Grace's Story

I completely support and applaud Chance for Childhood’s decision to remove children’s faces from all fundraising campaigns as part of their OverExposed campaign. For all too long, images of children suffering around the world have been plastered all over the media without any consideration of the long-term damage it causes, or any thought of their rights. Children in Africa deserve the same protections and rights as children in Europe, and this campaign comes not a moment too soon.

– David Lammy, British MP and Secretary of State for Foreign, Commonwealth and Development Affairs