About this guidance

Disabled people are underrepresented and misrepresented in the images we see in the media, advertising, and marketing. You can help change that. 

Business Disability Forum has created this free guidance as part of its Changing the image of disability campaign to help you think about the images you use and the messages you are conveying about disability. In it, you will find advice on selecting, commissioning, and using images of disabled people as well as feedback from disabled people about why this is important.  

Who is this guidance for?

If you work in communications, brand, advertising, marketing, PR, media, photography or publishing this guidance is for you. Please share it with relevant colleagues in your organisation.

• If you are using our Disability Smart Image Bank you should read this guidance first.
• View Ten principles of disability-smart imagery 

“I work with and commission images of disabled people and some of these tips are things I haven’t thought of before –  particularly around ways to represent non-visible disabilities.”

“There is information available for writing about disability and language use but, that I know of, no media guidelines on use of images. [This Guidance] will be very helpful for myself and also as something to pass on to editors when I am not in control of the images that are used with my articles.“

How to select, commission and use disability-smart images

Section 1: How is disability portrayed in images?

Nearly, 1 in 4 people in the UK has a disability (Family Resources Survey),  and 1.3 billion people globally (WHO). Despite this, disabled people are often missing from the images that we see in the media and marketing.  

Things are improving, but too often disability is misrepresented.  Disabled people are shown in an unrealistic way; either as superheroes or as people who must rely on others when often neither is true.  

“We see extremes – disability is terrible, disability is a superpower. We don’t see the in-between of disability is normal.” A disabled person (Changing the image of disability focus group) 

The portrayal of disability in images can also be very narrow, focusing on just a few visible disabilities. In reality, the definition of ‘disability’ under the Equality Act (2010) is broad. It covers any physical or mental health condition which has a ‘substantial’ and ‘long-term’ effect on a person’s ability to carry out an everyday task. This includes both visible conditions, such as limb loss, as well as less-visible conditions, such as diabetes. It also covers fluctuating conditions, like chronic fatigue, and neurodiverse conditions, including autism. 

Disability can affect anyone at any time, yet images of disabled people often reflect a lack of diversity across all aspects of diversity, but particularly around age and race.  

“I have been using walking sticks since a child, but you only see images of elderly people using them. People often say to me “you’re a bit young for that”. You don’t see many young people using mobility aids. There’s a big age gap.”

A disabled focus group participant (Changing the image of disability) 

Young woman with Cerebral Palsy uses walking sticks to help her shop for clothes

Having a disability is only one part of a person’s identity (and for some disabled people it may not be part of their identity at all). Many images of disabled people, however, focus on the medical aspects of disability rather than offering a complete picture of the person’s identity and experiences. 

Section 2: Why do we need to change the image of disability?

Disabled people are consumers of products, services, news, and entertainment in the same way as non-disabled people. In fact, the latest findings suggest that the spending power of disabled people in the UK – often described as the Purple Pound – is £274 billion and rising.  

Businesses that do not portray disabled people and disability in a realistic way risk losing out on sales. A third of disabled consumers said that they feel that ‘businesses don’t advertise to people like me’ in consumer research conducted by Business Disability Forum in 2022. Disabled people also told us that they actively seek our advertising and channels where they see themselves reflected in the imagery used (Changing the image of disability focus groups). This is also true when it comes to recruitment.  

But it is not just about attracting in disabled people. Research from Getty Images and Verizon Media suggests that everyone feels more positive towards brands that include disabled people in their advertising.   

We asked disabled people what better representation in advertising and marketing would look like. They told us that they want to feel represented and for disability to be just seen as ‘normal’.  

“I want the response not to be “poor you” or pity, but rather “oh I hadn’t really thought of that”. That for me would be an achievement.” A disabled focus group participant (Changing the image of disability) 

“Being able to relate to what you see. This goes a long way to helping you feel less “othered”.” A disabled focus group participant (Changing the image of disability) 

Section 3: Choosing images of disabled people and disability: General tips

Woman with a less-visible disability wears noise cancelling headphones and a sunflower lanyard in the office

Whether you are buying stock images from a commercial image bank or using images you have created, here are some tips to help you choose imagery which represents disabled people and disability equitably. Also keep these tips in mind if you are sharing other people’s content such as on social media. 

• Make sure disabled people are represented. Disabled people should not only appear in communications or media stories about disability. Make sure disabled people are included in your general imagery.  
• Show a broad range of disabilities. Disability is not just about wheelchairs. In fact, it is estimated that less than 10 per cent of disabled people use a wheelchair (Disability Sport). Try to use images of people with a broad range of disabilities in a mix of situations. mix of situations.  
• Include people with less-visible disabilities It is estimated that up to 80 per cent of disabilities are not immediately visible (Parliament UK), but it can be difficult to know if a model has a less-visible disability when selecting images. Look for image banks that include tagging around less-visible disabilities and for images that show physical adjustments that a person may be using because of their disability. Some people with less-visible disabilities choose to wear a sunflower lanyard, for example. Someone with a tremor may be wearing a wrist support or using an easy to hold cup. Try to look for authentic ways to show less-visible disabilities in your imagery. ways to show less-visible disabilities in your imagery.  

“I have a non-visible condition. Unless it’s referenced you won’t see it or know.” A disabled focus group participant (Changing the image of disability) 

• Avoid making a person’s disability the main subject of the image unless appropriate to the story or communication. Disability is just one aspect of a person’s identity. Use shots of people participating in everyday, real-life situations.  
• Reflect the diversity of disabled people. Disability affects all of us, regardless of age, gender, sexual orientation, belief race, ethnicity, age, culture, and background. Avoid bias and stereotyping in the images you use.  
• Show a mix of disabled and non-disabled people. Disabled people do not just mix with other disabled people.  
• Disabled people should be part of the action. In general, avoid using images where the disabled person is on the edge of the group. The exception is when an image is being used to illustrate isolation or a lack of inclusion. We have included a few images for this purpose in our Disability Smart image bank.  
• Always think about what the image says about disability and disabled people. Choose images carefully. Ask yourself whether the image gives a balanced and realistic view of disability and disabled people. Avoid images which reinforce unhelpful messaging. This includes both overly positive and overly negative messaging. Consider the meaning of the image to your audience. An image may express a different message about disability in one context than another. This is particularly important to keep in mind if you are communicating with a global audience. 

• Disabled people do not want to be pitied or patronised. In general, avoid using images which suggest that disabled people are ‘weak’ or need to be ‘helped’ or ‘looked after’ unless portraying a medical or care setting, where this may be appropriate. Most disabled people live independent lives. Equally, avoid using images which portray disabled people as ‘heroes’ or as ‘inspirational’ just because they have a disability. 
• Check images are up-to-date and continue to be relevant. Make sure your organisation is not being left behind by using out-of-date images which do not represent disability or diversity appropriately. Make sure image use is covered in your brand guidelines and regularly review samples of your imagery with disabled people. 

Section 4: Taking and commissioning disability smart images: Practical tips

Take images of disabled people in realistic situations.

Here are some additional tips if you are taking or commissioning your own images. 

• Do not fake it. Never ask someone to pretend to have a disability or condition which they do not have. Use professional disabled models or volunteer disabled models to represent disability in images. Create scenarios which are realistic for the people taking part in the shots.  
• Speak to a disabled person in the same way as you would anyone else. If a person is with a carer, support worker, or personal assistant, always direct any questions to the disabled person – not the person with them.  
• Be respectful. You may need to ask about a person’s particular disability or condition to set up representative images. Make sure you do this respectfully and explain to the person why you are asking and how this information will be used. Do not ask intrusive and unnecessary questions, such as ‘What happened to you?’ 
• Disability and long-term conditions are not always visible. Less visible disabilities and conditions can be difficult to portray in images. Try illustrating the barriers that people experience and overcome instead. For example, someone with a learning disability using an Easy Read document or someone who is sensitive to sound using noise cancelling headphones.   
• Disabled people appreciate their personal space as much as anyone else. Do not touch, lean on, or move a person’s wheelchair without asking permission first. Similarly, do not move mobility aids (such as sticks) or personnel possessions (such as bags, which may contain essential medication) without checking. Do not touch or move someone to get them into shot without asking first. Remember that some people do not like to be touched. 
• Think about the composition of the shot. Avoid shots where disabled people are having to look up at the camera. This can convey a message of disempowerment. Equally, asking people to bend down or lean in to get into shots with wheelchair users or people of shorter stature can be patronising. Consider a seated shot instead. Ask models and volunteers how they would like to be positioned if you are unsure and check the shot with them afterwards.  
• Think about accessibility throughout the shoot. Do not assume. Ask everyone involved if they have any access requirements in advance. Consider how models and volunteers will reach the location. Think about access to accessible parking and transport. Also think about accessibility at the location itself.  
• Explain clearly what is happening. Make sure everyone involved in a shoot is fully briefed including all production staff. Send clear information in advance to help models and volunteers prepare. You could ask them to bring any aids they use regularly to enhance the shot and ensure authenticity. Tell people the type of images you expect to take and check they are happy to participate. Never force someone to be in a shot or to pose in a particular way. Listen to what people are telling you through their words and body language and respond accordingly. Regularly update everyone throughout the shoot. 
• Give people regular breaks. Provide regular comfort breaks for people if it’s a long shoot. Explain when the breaks will be and stick to the schedule. This is particularly important for people who need to take medication at particular times, or who experience fatigue, or sensory overload. Have chairs available in a quiet space for people who may need to sit down. Make sure there is also easy access to an accessible toilet and drinking water. Also, check the needs of any assistance animals.  
• Make sure you have permission to use a person’s image. Create clear model release agreements for any images you are commissioning, and in an accessible format for anyone that needs them. Include information about how the image will be stored and used, for how long, and any information about the person that can be used alongside the image. Also, provide information about what a person can do if they change their mind about their image being used. This is particularly important if you are involving volunteers in your shoots.  

Section 5: Using images in an accessible and representative way: General tips

Wherever you use an image, make sure it is presented in an accessible way and that it supports the messaging in any accompanying copy. You can also use text-based descriptors to help increase understanding of disability. Here are some tips to help you do this. 

• Do not use images as the only way to express a piece of information. Digital images on their own are not accessible to people who have sight loss or to anyone else who uses text to speech software (screen readers) to read out digital text. For this reason, images should always support the message being expressed in the copy, not be the only means of expressing a piece of information or an idea.  
• Provide a short caption where possible. Captions describe the context of the image and tell your audience what you want them to know from looking at the image. Captions can be useful to everyone, but they can be particularly helpful to people with learning disabilities and people with autism, who may find it more difficult to understand the meaning of an image. Captions are read out by screen readers so are also useful for anyone who cannot see the image. 
• Always use alternative text. Alternative text or ‘alt text’ is 1 or 2 short sentences which describe the contents and purpose of a digital image to screen reader users. Unlike captions, alt text does not appear on the screen. It is read out by screen reader software in place of the image. Alt text should be provided for all non-decorative digital images if a caption is not available, or if the caption does not provide a full visual description of the image. If in doubt, it is better to provide alt text. Check any auto-generated captions and alt text for accuracy and edit them to make them relevant to the purpose for which the image is being used. See our Inclusive Communication Toolkit for general tips on writing alt text.  
• Describe any visible aids or barriers in your captions and alt text. As part of our ‘Changing the image of disability’ campaign, we want to raise awareness of disability and long-term conditions. You can help with this by highlighting any visible aids or barriers in any text descriptors (captions and alt-text) that you use with your images. This is particularly important if the models in the image have disabilities which are less-visible. Aids can include things like assistive technology, or a sunflower lanyard worn by someone with a less- visible disability. A barrier could be anything from a busy workplace to bright lighting in a shop.  
• Consider mentioning disability within the caption or alt text if you have permission to do so. This is another way you can help to raise awareness of disability and provide context for the image, particularly if the person’s disability or condition is not visible or shown in any other way. Think of your reader and keep the description of disability short and relevant and always check how the person in the image would like their disability or condition described first. For example, someone may prefer to be described as ‘a person with a less-visible disability’ rather than sharing information about their specific condition. Remember that any information about a person’s disability is personal. Always be respectful and follow the person’s wishes.  

A worked example of using text-based descriptors to raise awareness of disability 

Here is an image from our Disability Smart Image Bank, which shows three colleagues laughing and chatting in the workplace. 

• All three models in this image have less-visible disabilities, which are not obvious from the image. The models who posed for this image have all given their permission for us to share information about their disabilities and we have included this information in descriptors of this image in our image bank.   

If you were using this image in an article or report about the future of workplaces, it may be appropriate to mention less-visible disability in the caption or alt text as a way of raising awareness of disability in the workplace and to promote the fact that disability is often present but unseen. 

If used in this context, a caption for this image could be: 

“Colleagues with less-visible disabilities chatting and laughing over coffee.” 

Alt text provides greater detail about what can be seen in the image and the image’s purpose for anyone using a screen reader. Alt text should be used if a caption is not present or if the caption does not fully describe the image to someone who cannot see it. In this case, the alt text provides the additional information. Alt text should always be tailored to the particular use of the image.

If used as part of a report or article on the future workplaces, alt text for this image could be. 

“One female colleague and two male colleagues all with less-visible disabilities laughing as they walk and drink coffee together in the office. One points to the mobile phone in a colleague’s hand.” 

These are just examples of how text-based descriptors can be used to increase understanding around disability. As a communicator, it is up to you to decide which information is relevant to include in a caption or alt text based on the intended purpose of the image.  

“I particularly like the extra considerations you’ve provided about giving more written cues about the less-visible disabled people in pics. My personal experience is that even when I’m looking at disabled imagery, folks are fearful of saying the wrong thing, so the alt text often completely misses mention of disability so as not to offend anyone. This leads to disability imagery ironically being more inclusive but the alt text details staying vague. (A screen reader user) 

• Edit images in a considerate way. Be careful when altering images. Make sure you are not changing the meaning of the image or how someone wanted to be portrayed. For example, flipping an image, can change a person’s appearance. It can also make the things they are wearing and using, such as hearing aids, walking sticks and wedding rings appear on the wrong side of a person’s body. Any signing in the images also becomes meaningless. Never use editing tools to alter or remove aspects of a person’s appearance, such as scars or tattoos, without their permission.  

Access the Disability Smart Image Bank

Working with disabled people, Business Disability Forum has created a Disability Smart Image Bank of 580 images which accurately and realistically portray disability. The Image Bank includes workplace, leisure, and customer-focused shots and use of all images is free to BDF Members and Partners. 

If you are a journalist, picture editor or work for a media organisation you can access 60 of these images to use free. Request access to 60 free images.

“It can often be challenging to find images that aren’t cliched or perpetuating a narrative that can be harmful. These images are varied and positive and help me to tell a story that is representative of real people.”

“A great resource that will help our organisation be more representative. It gives us a source of images that are not easily found in mainstream image banks.”

Webinar – Changing the image of disability

If your organisation is a BDF Member or Partner, you can access the Changing the image of disability webinar for more on how to use the Disability Smart Image Bank and guidance.

If your organisation isn’t a BDF Member or Partner access the public Changing the image of disability webinar for more about the Disability Smart Image Bank and our free collection of images available for media organisations.

Feedback

If you have any feedback or questions or suggestions about this guidance, please email communications@businessdisabilityforum.org.uk

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Changing the image of disability

This guidance and the Disability Smart Image Bank are part of Business Disability Forum’s Changing the image of disability campaign which aims to increase representation and improve how disabled people and disability are portrayed in images. We want to: 

• Increase representation of disabled people in imagery. 
• Improve public, business, and media perceptions of disability.   
• Increase awareness of the diversity of disabled people and disability. 
• Create a more authentic and realistic view of disability.  

The campaign has been developed with input from disabled people, as models, advisers and research participants, and a diverse steering group.