About Changing the image of disability campaign
Changing the image of disability has been developed in response to the lack of diverse, realistic images of disabled people in the media, advertising and marketing. We want to increase and improve the representation of disabled people and disability, and we’re calling on businesses and the media to create a more authentic view of disability through the images they use.
Find out more about the campaign
Guidance: How to select, commission and use disability-smart images
Use this guidance to help you think about the images you use, and the messages they are conveying about disability. If you work in communications, brand, advertising, marketing, media, PR photography or publishing this guidance is for you. Using our Disability Smart Image Bank? Read this guidance first.
Read guidance
Research findings
Our campaign was shaped by research we commissioned from Ipsos, which surveyed over 6,500 adults including over 2,300 who identified as disabled. We also conducted our own research with disabled people, communications professionals and brand leads from within our business membership.
View key findings
Disability Smart Image Bank
Working with disabled people, we have created 480 images which accurately and realistically portray disability. Our Disability Smart Image Bank includes workplace, leisure, and customer-focused shots and use of the images is free to all BDF Members and Partners. 50 of the images are also available free for media organisations to use.
Access Disability Smart Image Bank - BDF membership only
Image gallery
Preview some of the images from our Disability Smart Image Bank.
View image gallery
Information for the media
Free resources for the media to help increase and improve representation of disability and disabled people, includes a collection of 50 free images.
Access media resources
Campaign supporters
Meet some of the people with lived experience of disability who are supporting our campaign.
View supporters
Behind the scenes
Our first collection of images was taken across 6 locations and multiple settings, and involved over 40 disabled volunteer and professional models. Watch this video for a peek behind the scenes.
Watch the video
Thank you
A big thank you to the Members and Partners that provided photo shoot locations, all the volunteer and professional models, our image production partners at Faltrego and our diverse steering group members who provided feedback every step of the way.
View steering group members
Join us
Access to our full Disability Smart Image Bank is just one of the many exclusive benefits enjoyed by our 550+ Members, which include UK and global brands, public and third sector organisations.
Find out more about membership