Last reviewed: November 2023
Introduction
Business Disability Forum’s ‘Changing the image of disability’ campaign aims to transform the way that disabled people and disability are represented in the media, advertising and marketing.
As part of the campaign, we have created a free Disability Smart Image Bank (For BDF Members, Partners and the media) and guidance on selecting, commissioning and using disability-smart imagery.
The ten principles of disability-smart imagery below have been extracted from this longer guidance. You can also download a PDF of the ten principles at the top right of this page.
1. Include disabled people.
Nearly 1 in 4 people in the UK has a disability. Despite this, disabled people continue to be underrepresented in the images used in the media, advertising, and marketing. You can help change that.
2. Represent disabled people and disability in an accurate and equitable way.
Think about the context in which you are using the image and the message being conveyed, particularly when the image is accompanied by copy.
3. Portray disability in the broadest sense including less-visible disabilities.
Use images of people with a range of disabilities including people with less-visible conditions. Someone with a less-visible disability may use physical adjustments to help manage their condition, so consider showing these.
4. Reflect the diversity of disabled people.
Use images which represent the diversity of disabled people, including diversity of beliefs, gender, sexual orientation, race, ethnicity, age, culture, background and appearance.
5. Show real disabled people in real life situations.
Never ask someone to ‘pretend’ to have a disability or condition they do not have. Use disabled models or volunteers in the imagery you commission. Consider the authenticity of any stock images you use.
6. Represent disabled people as more than just a disability or condition.
Avoid making a person’s disability the main subject of an image unless appropriate to the story or communication. Provide a complete picture of the person by showing other aspects of their identity and experiences.
7. Increase understanding of disability and help to dispel myths.
Disabled people do not want to be pitied or patronised or shown as ‘heroes’ or ‘inspirational’ just because they have a disability. Show disabled people in everyday, realistic situations.
8. Review the images you use in consultation with disabled people.
Regularly review samples of the images you are using. If you are planning a communication campaign, ask for feedback on images at every stage.
9. Make sure your message is clear and accessible to all.
Use captions and alternative text with images. Captions explain the context of the image. Alternative text describes a digital image to someone who cannot see it. Both help people understand and access your content.
10. Only use with the permission of the people in the image.
Create clear usage agreements for any images you are commissioning. If editing an image, make sure you are not changing how the person asked to be portrayed.
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