Images matter: Mindframe guidelines for image use

The way we communicate about mental health concerns, suicide and alcohol and other drugs (AOD) can have either a positive or negative impact on a person’s life. The images we use in that communication are also important.

Images matter: Mindframe guidelines for image use is a practical, research-informed, and user-friendly resource that is designed for media and other communicators. It seeks to inform, support and empower people to select and use images in ways that minimise stigma and harm and maximise diversity of representation.

Incorporating these guidelines into practice will help to educate the public, break down misinformation and promote help-seeking, and help-offering behaviour.

This new resource was funded by the National Mental Health Commission and developed in consultation with a diverse range of stakeholders in Australia.

Consider practical elements such as accessibility or style

Images, artwork and symbols should be accessible and clear to limit any miscommunication.

Use images that model hope or support

Including images that focus on offering or seeking help can reduce stigma, offer hope and increase protective factors.

Consider images you use as they can be helpful or harmful depending on the context

Specific guidance is available on images relating to mental health concerns, suicide, alcohol and other drugs, and disordered eating.

Use images of people who have personal or lived experience only with their knowledge and permission

Lived experience perspectives should be included when possible, ensuring that permission has been granted from the individual.

Use a diverse range of images

Use images of people who have personal or lived experience only with their knowledge and permission

View and download Images matter: Mindframe guidelines for image use

Images matter: Mindframe guidelines for image use

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Supporting resources

A range of resources to support implementation of the guidelines have been developed, including:

Images matter checklist

The Images matter checklist was developed to make image selection simpler, when communicating about mental health and health concerns, suicide and AOD. It is designed to be broad and overarching for ease, simplicity and timeliness of image selection.

Download

Mindframe online image collection

A free online image collection where high-resolution, royalty-free images can be accessed for use in public communications about mental health and wellbeing, mental health concerns, suicide and self-harm and AOD.

Images matter guidance cards

Quick-use reference cards designed to provide specific examples of problematic and preferred images, so communicators can consider the impacts of their image selection.

Mental health concerns
Suicide and self-harm
Body image and eating disorders
AOD

Images matter: Guidelines for image use, and the suite of supporting resources, were officially launched via a webinar on 6 October, 2022. A full audio recording of the event is available here.

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