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International Partnerships

Why video matters

People are visual beings, and video continues to rise in importance as a medium for communication. Viewers retain more of the message when they watch it in a video, compared to when they read it in text, meaning video plays an important role in communicating both intention and impact.


Whether human-centred or information-driven, videos should lead with values and emotion first to capture the viewer. They can deliver policy messages once the audience is engaged.

  • Human-centred: Videos, which tell a human story, follow the basic principles of storytelling. For greatest impact, they should be short, focused and connect with the audience emotionally.
  • Information-driven: Video can effectively translate complex or technical information into a visually appealing and engaging format. The script should convey the information clearly and concisely, avoiding jargon and unnecessary details.

Planning your production

The first stage of any video production is planning. Script and storyboard your video considering what shots and images you need to tell the story or visualise the information presented. Think about statements and soundbites you could use to deliver your point. For timing purposes: 60 seconds = maximum 100 words.



EU International Partnerships: for people and the planet

Towards a comprehensive strategy with Africa

Programme or project

Preventing floods in Nigeria

European Fund for Sustainable Development in Uganda

Info or news

Conflict assistance in conflict-affected areas in Africa

EU doubles contribution to COVAX





Youth Sounding Board

Africa-EU campaign – Dorcos Owinoh of LakeHub

Legal requirements

  • All visual material produced by or for the European Commission needs to be compliant with © European Union and meet all the requirements as stated in the EC Audiovisual library.
  • All videos produced or contracted by the EC must be published in the EC Audiovisual Library.
  • If you are taking videos or using videos from partners: anyone featured in a video must sign a model release form. In the case of a minor, both the subject and legal guardian need to sign a form (see model release forms available in 31 languages).
  • If you are using stock videos: keep a record of the licences and/or proof of purchase when downloading videos from stock libraries.
  • If you are working with a contractor, always stipulate the legal requirements in your contract
  • You can address all questions about content delivery to the AV library to
  • IMPORTANT: If your material is not in the EC Audiovisual Library the EC cannot ensure its further use. This will also increase the visibility of your material as all EU services, journalists and interested public have access and can download and share your photos and videos.

Back to digital content guidelines