Subjects & Storytelling

Wildlife

Geographic Relevance

  • Prioritize native North American wildlife species and habitats.
  • Reflect regional diversity across the United States, from coastal wetlands to western prairies to urban green spaces.

Accuracy

  • Ensure species are shown in appropriate, native ecosystems.
  • Provide clear environmental and habitat context. Avoid misleading composite.
  • Do not use images that misrepresent species behavior or habitat.

Avoid

  • Invasive species, unless used for explicit educational context.
  • Wildlife in captivity, unless directly mission-related and clearly labeled.
  • Images that romanticize unsafe human-wildlife interaction.

People in Nature

RESPONSIBLE WILDLIFE INTERACTION

NWF imagery should model the ethical behavior we advocate for. Avoid any photography that depicts:

  • Humans too close to or touching wildlife in non-educational contexts
  • Feeding, enticing, or otherwise disturbing wildlife
  • Unsafe outdoor practices or risky animal interactions
  • Staged or manipulated wildlife encounters

Outdoor Ethics

  • Show responsible recreation that reflects Leave No Trace principles.
  • Depict proper safety gear and respectful wildlife distances where appropriate.
  • Celebrate time outdoors as a joyful, low-impact experience.

CHILDREN & YOUTH

  • Reflect environmental education and safe exploration of nature.
  • Show curiosity, wonder, and developing stewardship values.
  • Prioritize imagery where youth are active participants, not passive observers.

People & Communities

Our photography must reflect the full scope of who we are and who we serve, celebrating the diversity of people and communities that care for and connect with the natural world.

Representation

  • Racial and ethnic diversity
  • Gender diversity
  • Age diversity, from young children to older adults
  • Regional diversity across urban, suburban, rural, and Tribal communities
  • Ability diversity

Outdoor Experiences

  • Show the many ways people engage with nature, including gardening, hiking, research, advocacy, education, and volunteering.
  • Reflect a wide range of outdoor environments, experiences and perspectives.

NATIONAL REACH

  • NWF serves the entire nation. Our imagery should reflect that scope.
  • Represent the geographic, cultural, and ecological breadth of America.