BBC and Getty Images Partner to Create a More Diverse Library of Family Images

The BBC and Getty Images are combining forces to create and curate a library of images and videos of children and families around the U.K. to better reflect diversity in the population.

The BBC Kids Collection, as it is to be known, will be a library of media with the sole focus being to better represent ethic minorities in the U.K. Miranda Wayland, BBC's Head of Creative Diversity, said: “We know the crucial role the media plays in shaping children’s view of themselves and the world around them, it is therefore vital that we all get it right."

Over the last few decades, an awareness for the lack of diversity in marketing and media has resulted in some strides being made in ensuring that representation in media is closer to the minority representation of the populace. One area that has perhaps not kept up — though criticism hasn't been quite as widespread — is stock photography and videography. Stock websites, like the industry leader Getty Images, become a primary source of media for everything from marketing and advertising, through to news and presentations, and so a library that aims to be better balanced on diversity will likely be welcomed, and could lead to further initiatives that focus on areas outside of the family.

To be eligible for a grant of £250 to £1,000, successful applicants will be looking to create inclusive stories, images, and videos of Minority-Ethnic families across the U.K. Though it is worth noting that it is preferred that the photographers live within the communities they are photographing. Dr. Rebecca Swift, Global Head of Creative Insight at Getty Images, said: "To ensure the library encompasses a broad range of life experiences captured as true-to-life as possible we are looking for photographers who live within the communities they want to photograph.

Is a lack of diversity in stock imagery something you were aware of? Could you aid in balancing representation?