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The role of the disabled person in public communications, such as advertising, the media and films, has been debated extensively, with many commentators noting the frequency with which a disabled person appears in the role of victim, perpetrator or neutral observer.
Shifting expectations of and among disabled people can be a core component of achieving government objectives. One in three children living in poverty, for example, has at least one disabled parent. Many people claiming incapacity benefit could work with the right support but face barriers such as employer discrimination, poor skills and low self-esteem.
As communicators, we know we have some power over altering perceptions of an issue - and this includes disability.
This is why as a government communicator you should consider commissioning products that include representations of disabled people.
It's important to reflect reality - for example, in products about crime or the fear of crime, it is a fact that disabled people may be at greater risk of both. But equally, it is important not to retreat into cliché - anyone may be vulnerable or feel fearful of crime.
If you have a number of products dealing with the same issue, there might be greater scope to use one that involves a disabled person.
Most visual products involving disabled people are of people with mobility impairments - particularly wheelchair users. But it is important that a wide range of impairments are represented, including non-visible impairments and health conditions.
The channel for a product can help with this - aural treatments such as radio can effectively deliver a memorable message involving someone with an invisible impairment.
For practical tips, visit the top tips section of this guidance.
For other information resources, go to the resources section of this guidance.
Page last reviewed: 11 August 2008