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Inclusive Stock Images Media Guide PhotoAbility PhotoAbility Media Guide V 1.0 Š PhotoAbility 2014


Introducing PhotoAbility In an exciting initiative Bill Forrester and Deborah Davis created PhotoAbility, a new niche stock image library embracing people with a disability and showing them as the active and involved members of the community that they are. PhotoAbility only uses real models with a disability in real life situations giving advertisers, agencies and the media access to a new and exciting range of images not previously available. PhotoAbility features a wide selection of stock images of authentic models with disabilities focused in lifestyle, leisure and travel settings. Images available include diverse stock photos of people in wheelchairs, amputees, the hearing and visually impaired and more. The collection features both Rights Managed and Royalty Free images priced at commercial rates to ensure a return to the photographers and models involved in building the collection. The 2000+ inclusive images are designed to impact attitudinal bias, change perception and provide motivation to eliminate and reduce social, structural and professional barriers. A wave of change reflected in popular media and advertising can make an impact on laws and attitudes around the globe, and on how many with differing abilities view themselves. There is significant economic value to be gained by companies who realize that there are one billion people with disabilities across the globe. This unique market, together with their family and friends, spends billions of dollars all over the world in the travel and lifestyle sectors every year. Despite now being the largest minority group worldwide, this powerful and growing segment of society is rarely seen or acknowledged in advertising or editorial images. PhotoAbility has resolved to bring the disabled community back into mainstream media and advertising. US research by McKinsey & Company predicts that by 2015, the baby boomer generation will command almost 60 percent of net U.S. wealth and 40 percent of spending. In many categories, like travel, boomers will represent over 50 percent of consumption. The impact on the Inclusive Travel sector is significant as over 40% of them will be retiring with some form of disability, raising the total value of direct expenditure to the Inclusive Tourism sector to over 25% of the market by 2020. Industry leaders, graphic design and advertising professionals and publication editors can use PhotoAbility’s offering of high quality stock photos to incorporate a renewed message of inclusion into their advertisements and publications, extending a welcoming message to this significant market of people with disabilities, their friends and families.

PhotoAbility Media Guide V 1.0 Š PhotoAbility 2014


In addition to our collection of stock images, we can provide anything from a general photo concept to a full marketing analysis, as well as models and advice on how to authentically and realistically portray people with disabilities in a natural setting. “There is an underlying feeling of subconscious exclusion toward people with disabilities which is pervasive in our society. My feeling is the subconscious exclusion is, in part, due to outdated images of people with disabilities. PhotoAbility is creating a shift from subconscious exclusion to conscious inclusion with updated images of people with disabilities that are reflecting the truth about disability, that it’s only another life experience. And experiences in our live always expand our possibilities. PhotoAbility is expanding every ones possibilities!” Candace Cable Competitive Athlete/Gold winning ParaOlympian · Jan 1979 to May 2006

“As a photographer with a disability and as a marketing/PR person who constantly needs photography, I know all too well how rare it is to find quality photos related to disabilities. A site that specialises will be a valuable resource.” Loren Worthington www.WorthingtonVisuals.com

PhotoAbility hopes that companies will take advantage of the diverse images available on their site and find the value of including them or creating custom photo campaigns to communicate to the public in available mediums. This will go a long way in demonstrating their welcome and respect for consumers with disabilities. By increasing awareness of the value in maintaining and making structural and attitudinal changes, it will encourage and sustain the participation of those with differing abilities around the world. We have recently produced our first Magazine to showcase how Inclusive Imaginary can be used in mainstream publications. PhotoAbility Magazine Issue #1 is available at https://issuu.com/ photoability/docs/photoability_magazine_issue_1

PhotoAbility Media Guide V 1.0 © PhotoAbility 2014


About the Founders Deborah Davis, Co-Owner A mother of two girls, world traveler, experienced sales and marketing professional, Bachelors of Business Administration - Finance, University of Miami, and wheelchair user since the age of 18 due to a car accident. She resides in South Florida, USA Bill Forrester, Co-Owner A father of two boys, husband, successful travel business owner, Inclusive Tourism consultant and photographer. Former senior executive with News Limited. He resides in Melbourne, Australia. Contact details: USA Deborah Davis: Phone - 888 978 3082 Email - info@photoability.net Australia/Asia/Europe Bill Forrester: Phone - 61 3 4 1769 0533 Email - info@photoability.net Web - http://photoability.net

PhotoAbility Media Guide V 1.0 Š PhotoAbility 2014


Examples of Our Portfolio Lifestyle

PhotoAbility Media Guide V 1.0 Š PhotoAbility 2014


Travel

PhotoAbility Media Guide V 1.0 Š PhotoAbility 2014


Recreation

PhotoAbility Media Guide V 1.0 Š PhotoAbility 2014


Sport

PhotoAbility Media Guide V 1.0 Š PhotoAbility 2014


Professional

Youth and Children

PhotoAbility Media Guide V 1.0 Š PhotoAbility 2014


Romance

PhotoAbility Media Guide V 1.0 Š PhotoAbility 2014


Creative

PhotoAbility Media Guide V 1.0 Š PhotoAbility 2014


Using Inclusive Imagery