How can we create an ED&I focus in all our content?
When I'm trawling through photography contact sheets or trying to find a photo to complement some written copy, I'm incredibly picky, deliberate even, about what makes the final cut. A video or a photo holds great power, after all. It might be the first thing your audience sees before they even consider reading on. It's the shop window to your brand; who you are and what you're about.
Equality, diversity and inclusion should be at the heart of this so that we can hold ourselves accountable in making sure that we're not just about what we say we will do, but how we actually do it.
So as a content creator and storyteller, how can I help? Individually, and collectively, our actions have the power to make our communities more equitable. You set the tone, no matter how small (or big) your audience may be.
I've experienced some stereotyping and discrimination in my life but I'm also aware of how privileged I am in many aspects and how much there's a need for me to learn from others, to feel uncomfortable and ask questions, to challenge, to give a fair voice to all and, to be an ally.
The more brands lead by example, the more they can educate and support others to do the same. Making an EDI checklist for content creation is a good starting point too. It can hold you and your team accountable and ensure you're challenging yourselves to do the right thing! This list will never be exhaustive and we must always be open and willing to adapt, even if it means trying to find new content solutions or change the way we do things.
Learn to recognise your privilege and bias. Always question your choices.
Who is your target audience and are you confident that they are being represented (to the best of your knowledge)?
If in doubt, reach out to others for their feedback.
Consider existing photography and how this has been previously used. Do you need to brief in a generic shoot that includes people of a specific background you haven’t included before?
Always review the composition or lighting of a photo shoot that might impact the representation of someone. Eg. could certain lighting change the look of someone’s skin colour in a finished photo?
Learn to have an inclusive mindset. It’s ok to feel uncomfortable and ask challenging questions, even if you’re not quite sure yet.
QUICK EDI CHECKLIST:
Are you representing any under-represented groups within your bank of content?
What is the dynamic/representation of the person(s) being photographed? Eg. is it a family with a ‘mother, father and children’ or could you represent a ‘family’ in a number of ways?
Think about the archetypes you’re representing from a gender perspective. Eg. are you perpetuating the stereotype of a woman cleaning in her home and a man in a suit? This isn’t just gender-specific of course.
Consider race/ethnicity/faith.
Consider gender.
Consider Dis-Abilities (seen and unseen) - think about the stereotypes for Dis-Ability. Could you represent people in a more enabled position such as a wheelchair user being independent?
Consider all body types.
Consider age.
If you’re using stock photography, use very specific search terms.
If this makes your heart sing and you want to work harder at ensuring your target audience feels seen by your brand, get in touch. I can help you establish an Equality, Diversity and Inclusion policy for your marketing and branding and take a look at your current approach.