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Photography and illustrations are powerful and emotive tools through which to express our NHS principles and values.

The NHS principles and NHS values are set out in the NHS Constitution.

Images should be chosen that:

  • Reflect the diversity of NHS patients, the public and staff and promote equality of access to NHS services. Ensure images are representative in terms of gender, race, disability, age, sexual orientation, religion, belief, gender reassignment, pregnancy and maternity, marital and civil partnership status.
  • Reinforce that the NHS is there to diagnose, treat and improve both physical and mental health, as well as prevent ill health.
  • Show how the NHS aspires to the highest standards of excellence and professionalism. Use your discretion and judgement when choosing suitable images. Avoid poor quality photographs and clip art.
  • Demonstrate that the NHS aims to put people at the heart of everything it does. Where possible, photography should feature real NHS patients and staff. Ensure the appropriate consent is obtained and records are kept.

Photographs and illustrations are protected by copyright law, so if you are using third party images, always make sure you have the owner’s permission.