Our mission

Cutting-edge storytelling that does justice to everyone


Client: FairTrade Germany

Date: April 2021

Photographer: Nipah Dennis

Location: Ghana, Eastern Region

What if you were in this photograph?

Videos and photos are more than just representations. They bring to our attention people, places, and realities that we would otherwise be unaware of. A fair picture is fair to all those involved in its production, distribution, and consumption. Our goal is that pictures contribute to equal relationships between visual creators, portrayed people, clients, and the general public.

Representation matters

The visual creators at Fairpicture have a strong voice and are engaging and lively. They narrate stories in the native tongue that are influenced by the culture and understanding of the community. In a complex world, we co-create new and innovative ways of storytelling - toward a decolonised and fair picture.

What is a fair picture?

Dignified and respectful

icn-akkordion-close.svg icn-akkordion-open.svg

The people portrayed are right-holders with legitimate demands. They participate actively in visual communication and provide informed consent for the development and usage of pictures and videos. It is their right to be depicted with dignity and respect and not have their safety compromised by visual content.

Portrait of residents in danger of being evicted

South Africa 2021: Barry Christianson/Norwegian People's Aid/Fairpicture

Does not serve clichés

icn-akkordion-close.svg icn-akkordion-open.svg

Stereotypes are harmful. We work with a variety of visual creators in order to avoid this. They understand the local context, speak the local language, and know the local culture. Because the right to be considered and heard extends not only to traditionally marginalised groups but also to often overlook local visual creators, it is critical who tells the story.


Philippines 2021: Alecs Ongcal/Hilti Foundation/Fairpicture

Fairly paid

icn-akkordion-close.svg icn-akkordion-open.svg

Fairpicture visual creators receive fair payment for their work. Due to the time and effort it takes to produce a fair picture, we have worked out conditions that allow the visual creators enough time to complete their work. Our goal is for Fairpicture visual creators to earn a steady income from regular work.


Burkina Faso 2020: Warren Saré/Solidar Suisse/Fairpicture

Transparent and contextualised

icn-akkordion-close.svg icn-akkordion-open.svg

An informed citizenry is one that has access to a wide range of perspectives on the many facets of contemporary life. There should be extensive metadata information about the visual material and a description that helps the viewer understand the context in which it was taken. Anyone who uses fair pictures to communicate is responsible for doing so responsibly.


Ghana 2021: Nipah Dennis/Fairtrade Germany/Fairpicture

Does no harm

icn-akkordion-close.svg icn-akkordion-open.svg

People's pictures are biometric data. The creation, use, and storage of fair pictures is compliant with international and local data protection regulations. The integrity and security of the portrayed people and their social networks must never be jeopardized by photographs. Furthermore, no picture is worth a visual creator's life.


Mozambique 2021: Mauro Vombe/ HelpAge/ Fairpicture

Ecologically sustainable

icn-akkordion-close.svg icn-akkordion-open.svg

Climate change is taking place. As a result, a fair picture results in the least amount of emissions possible. Local visual creators are already on-site or are only a short drive away. This reduces the need for flights and thus the ecological footprint. Additionally, clients save money on travel and expenses.


Bolivia 2022: Sara Aliaga Ticona/Don Bosco Jugendhilfe/Fairpicture

Stay up to date
Get our monthly newsletter

Fairpicture is moving very fast. Make sure you don't miss out on the newest news. Join our email newsletter and connect with us on LinkedIn and Instagram.