Fairtale - find images that do not reinforce norms
| Reference number | |
| Coordinator | Aprendi AB |
| Funding from Vinnova | SEK 275 000 |
| Project duration | October 2015 - May 2016 |
| Status | Completed |
| Venture | 2014-06304-en |
Important results from the project
The pre-study shows that there is a large demand for anti-oppressive images. But due to a normative overrepresentation it is difficult to find images that promotes diversity in the archives of current picture agencies. Anti-oppressive pictures often end up far down in the search results. Therefore, communicaton professionals spend a lot of of time searching out good images. An anti-oppressive picture agency, such as Fairtale, is by several of the interviewees seen as a solution to this problem. Also, norm creative designers would like to sell their work through such an image bank.
Expected long term effects
The goal of the pre-study was to create the best possible conditions for further development of Fairtale - an anti-oppressive picture agency. Pre-study workshops and interviews with possible future customers, owners of photo agencies and creators confirms that: - There is a high demand for images that do not reinforce norms/stereotypes - Communication professionals feel that to much time is spend in search for good pictures that shows diversity - Many designers´ (illustrators and photographers) work is anti-oppressive but there is a lack of a platform to sell their work
Approach and implementation
The pre-study team conducted interviews with communication professionals, creators and owners of photo agencies. The pre-study team has also engaged different stakeholders in a workshop on anti-oppressive classification of images and recruited participants for a steering committee to implement the project. The pre-study also resulted in a collaboration with the Communications Department at Upplands Väsby Municipality and various other contacts. The word ´fair´ in Fairtale is obliging and a fair payment for creators has guided the analysis of Fairtales future pricing model.