MPHN Visual Imagery Position Statement  

Visuals play an important role in helping health messages capture attention, feel relevant, and connect with communities across the Murrumbidgee region. At the same time, imagery choices can affect trust, representation, and audience response. MPHN uses a mix of original local photography, commissioned artwork, Australian and international stock imagery, graphic design and illustration, and AI-assisted visuals to support timely and engaging communication across the region. Our focus is on choosing imagery that is respectful, relevant, realistic, and fit for purpose, while recognising that the ideal option is not always possible within the resourcing available. 

In practice, MPHN often needs to balance: 

  • Local relevance and authenticity

  • Inclusive and respectful representation

  • Cultural appropriateness

  • Realistic Australian healthcare settings

  • Available resourcing (including timeframes and budgets)

Our goal is to make thoughtful, practical choices that best support the communication objective and audience. This includes: 

  • Prioritising local relevance wherever possible

  • Reflecting the right diversity for the specific audience, rather than a generic idea of Australian diversity

  • Using imagery respectfully and avoiding tokenism

  • Respecting cultural context, including the appropriate use of Aboriginal artwork, design elements, and imagery

  • Aiming for realistic Australian healthcare settings

  • Using the best available option within the resources available  

MPHN may use AI-assisted imagery selectively where it helps create visuals that are more relevant, representative, or fit for purpose than available alternatives, particularly when original photography is not feasible, stock imagery does not reflect the intended audience or setting, or concept-based imagery is needed to support community engagement or campaign communications. AI-assisted imagery must not be used in a way that misrepresents real people, services, communities, or events, or that implies something is real, local, endorsed, or available where this is not the case.  

Any AI-assisted imagery is reviewed carefully for audience fit, realism and visual quality, respectful representation, local and cultural appropriateness, and the risk of distracting from or undermining the message. The Marketing and Communciations team is responsible for selecting imagery in line with this approach. For major campaigns or culturally sensitive communications, additional consultation will occur where appropriate.