Media giant Getty, known worldwide for their photography which appears frequently in print and online, have announced that they have partnered with the National Disability Leadership Alliance (NDLA) and Oath, a global technology and media company, to ensure better representation of disabled people across their images.
“At a time when imagery is the most widely spoken global language, it has never been more important to produce and promote a visual language that is progressive and inclusive, and to support diverse voices in doing so,” said Rebecca Swift, Director of Visual Insights at Getty Images.
“While we cannot change what people publish or click on overnight, we can provide better alternatives for those looking to create more authentic stories. The Disability Collection strives to be a collection of authentic and empowering images of people with disabilities in everyday life.”
The Disability Collective aims to see disabled people represented not as “inspirational,” as “heroes,” or as people who need to be “cured,” but as authentic and human. They see that photographs of disabled people, especially stock photographs, which Getty are known for, as an area of representation which could be improved, as many conventional images portray disabled people as tragic and having an issue that must be overcome, which is an outdated narrative.
James Weisman of the NDLA Steering Committee said: “This landmark initiative — the first of its kind developed with the guidance of the disability community itself — signals a promising new way forward. Oath and Getty Images understand that media will only get real about disability when disabled people lead the way. NDLA is thrilled about the launch of the collaboration and its future growth.”