In social and behaviour change communication (SBCC), stories have long been used to raise awareness, shift norms, and motivate the public into action. However, storytelling can also cause harm, especially when young people and communities are represented without informed consent, or meaningful sociocultural context. It can perpetuate outdated stereotypes, reinforce racism and discrimination towards historically marginalised groups which can undermine the change it seeks to promote.
In Girl Effect's campaigns on sexual and reproductive health (SRH), storytelling is not only a creative strategy but a behaviour change tool. Ethical storytelling begins with recognising that every story carries a risk of misrepresentation, exploitation, or stereotyping if it is not grounded in consent and an ongoing conversation with the people and communities being portrayed in these stories.
Girl Effect's approach integrates these considerations into its SBCC programming through structured safeguarding reviews, transparent informed consent processes, and youth participation. This process transforms storytelling from a one-way, extractive process into a participatory exchange. Girl Effect aims to build trust among youth audiences and improve the credibility of its public health campaigns.
This paper reflects on Girl Effect's experience of embedding ethical storytelling into public-health campaigns across India, Kenya, Ethiopia, Nigeria, and Tanzania. It explores how safeguarding by design has become central to programme design and implementation, ensuring that communities are represented with dignity and authenticity.
In social and behaviour change communication (SBCC), stories have long been used to raise awareness, shift norms, and motivate the public into action. However, storytelling can also cause harm, especially when young people and communities are represented without informed consent, or meaningful sociocultural context. It can perpetuate outdated stereotypes, reinforce racism and discrimination towards historically marginalised groups which can undermine the change it seeks to promote.
In Girl Effect's campaigns on sexual and reproductive health (SRH), storytelling is not only a creative strategy but a behaviour change tool. Ethical storytelling begins with recognising that every story carries a risk of misrepresentation, exploitation, or stereotyping if it is not grounded in consent and an ongoing conversation with the people and communities being portrayed in these stories.
Girl Effect's approach integrates these considerations into its SBCC programming through structured safeguarding reviews, transparent informed consent processes, and youth participation. This process transforms storytelling from a one-way, extractive process into a participatory exchange. Girl Effect aims to build trust among youth audiences and improve the credibility of its public health campaigns.
This paper reflects on Girl Effect's experience of embedding ethical storytelling into public-health campaigns across India, Kenya, Ethiopia, Nigeria, and Tanzania. It explores how safeguarding by design has become central to programme design and implementation, ensuring that communities are represented with dignity and authenticity.
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