Chapter 3

Ethical messages and responsible storytelling

Reading time: 25 minutes
In this chapter, you will learn how to:
  • Convey more ethical and responsible messages;
  • Create a good narrative based on frameworks and values;
  • Combat misinformation and fake news.

Why deliver responsible messages and narratives?

Responsible communication can reshape our society, bring about change to solve our planet’s pressing problems and support technological, economic and social transitions towards a fairer, more sustainable future.

It must be based on a clear, effective and ethical message based on recognised creative approaches, public knowledge of the issues addressed and ethical controls to ensure that the message is conveyed in a responsible manner.

How can we convey ethical messages and a responsible narrative?