MHFA England brand book version 1.0
Photography When we use stock photography, we choose images that reflect our values. We use person- centred imagery that creates a warm feeling. Our photography reflects our diverse audiences who live and work in dynamic, varied roles. We can still show serious mental health conversations, but we also show that work can be good for our wellbeing. We no longer use stock photography without people (e.g. empty landscapes, office architecture). What to consider when choosing photography When creating something with photography, whether it’s a webpage, brochure, course manual, or slide deck, it helps to write up a quick rationale that explains why you’ve chosen these images for this audience and context. Inclusivity To be inclusive, we choose images that reflect the diversity of our society. We strive for a balanced representation of age, disability, ethnicity, faith, gender, and type of workplace. Avoid choosing images that reinforce stereotypes. For example, do not choose images that only show White men in leadership positions, or an image that shows a man working from home while a woman
takes care of the housework. Where possible, choose images that challenge stereotypes. Our audience is based mostly in the UK, so if you are using imagery of architecture or street scenes, please make sure it reflects the UK environment (e.g. avoid American looking road signs or non- NHS hospitals). Mood Consider the audience, message, and context of what you are creating. Choose photography that sets the appropriate tone. When using workplace stock photography, it should be candid and warm, not overly cheerful to the point of being unrealistic, cheesy, or cult-like. Stigma We never use stigmatising, head-clutching, or triggering imagery around mental health topics. For more information, see Shutterstock’s ethical visual representation guide .
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