Comic Relief will stop sending celebrities to Africa after criticism that stars like Stacey Dooley were going to Africa as "white saviours".
The charity will also stop using images of starving people or critically ill children to portray the continent, it has announced.
Instead, its fundraising appeals will be made by local film-makers with a "more authentic perspective".
Sir Lenny Henry, who co-founded Comic Relief, called it "a huge move".
"I think it's about time," he said. "And it's not to say that the films that have been made in the past weren't extraordinary and didn't have a huge effect.
"But it's time for young black and brown film-makers to take charge and say, 'I want to tell you my story'.
He added: "There are other ways to elicit sympathy - and maybe we'd been pushing on the same button for too long."