Images tell a certain story from the time, place and context where it was shot. However, photographers increasingly experience that their photos are misused out of context to tell other stories. With the Truthmark Initiative we hope to reduce misuse of photos worldwide and lead to a fair usage of photos going forward, always ensuring the truth behind the image. Because we believe in the truthtellers. And when their images travel the world, we want to make sure their story will follow. "We want to put a stop to the misuse of pictures to fuel fake stories. The world deserves the truth more than ever right now – and that is what Truthmark will push for"