Nature photography is a universal language, which ignores political, social and cultural persuasions. As such it represents a powerful communication tool, which can help fuel a shift in values and bring about behavioural change.
But nature photographers carry a responsibility – to their subjects, to their audience and to themselves. We believe that responsibility is becoming more onerous as the urgency for effective communication becomes more acute, and for the first time, the truthful basis of the photographic image is being brought into question. To this end, Northshots will undertake the following:
- To act with honesty and integrity in all of our business practices.
- To support initiatives which drive conservation values.
- To respect the cultural background of all who assist our work.
- To be accurate and truthful about the origins of our imagery.
- To avoid misleading our audience through excessive use of digital technology.
- To increasingly adopt sustainable practices throughout our business.
And…to keep our minds open when others have made their minds up!
We’re by no means perfect but we are trying!
Northshots is a corporate supporter of:
"We cannot solve the problems we have created with the same thinking that created them."
Albert Einstein.
Peter Cairns.
