Black History Month: Reclaiming Fatherhood Narratives

TABLE OF CONTENTS

This year "Reclaiming Narratives" is the theme for Black History Month (BHM) in the UK.1 This theme focuses on challenging historical misrepresentations and ensuring that Black stories are told authentically and accurately. 

In the Black community, visual storytelling is a powerful tool for reclaiming narratives. Brands looking for visual authentic stories about Black communities should widen their lens and consider different family compositions to avoid harmful and limiting stereotypes. Recently, a top leading food company2 had to issue an apology due to a damaging message about Black dads. As Getty Images' VisualGPS research shows, 97% of British consumers say ‘authentic’ visuals are pivotal in building brand trust. Most want to see visuals that look like them and their everyday lives. 

While there is growing visual representation of diverse family dynamics, the trope of the absent Black father persists strongly. The stereotype that Black dads are absent is a harmful generalisation that doesn’t reflect reality.  Black girls are two times less likely to be seen with fathers than mothers in visuals most popular this year with Getty Images UK customers. Depictions of Black girls' main interaction with fathers centres on having fun versus learning life skills from mothers. 

So how can brands visualise a more positive side of Black fatherhood? By highlighting visual stories of Black fathers actively engaged in their children’s lives.

Points to consider when choosing visuals:

  • Are fathers of older children considered in your visuals? What activities are they engaged in?
  • Are you depicting father‑child moments? (e.g., teaching life skills, such as riding a bike, cooking, gardening, etc.)
  • Are you showing various family members engaging in daily activities? (e.g., grandparents, siblings, extended families)
  • Have you considered family traditions? (e.g., celebrating holidays, cultural or religious moments)



Davina Ajana
Creative Insights Manager, EMEA
Davina has extensive experience in creative, marketing and branding within the retail sector. Working as a brand consultant, helping brands to further build on their visual identity. She studied MA in Photography and Urban Cultures, where she explored the relationship between urban spaces and identities. As a Creative Insights Manager for EMEA at Getty Images, she works with different industries to understand what types of visuals best connects with their audience. Creatively Davina and her daughter have created a magazine, an independent print publication to inspire and empower young readers.

Sources

[1] BHM 2024
[2] Independent

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