Images that change the world

This toolkit examines norms and stereotypes in images. These can be about age, ethnicity, disability, sex and sexual orientation.

Although norms are cultural, we hope that this toolkit will help you explore the norms that exist in your country. Since a picture says more than a thousand words, your target groups will become aware of their own stereotypes and can create more inclusive images, as well as start thinking about what communication in general can do. Communication can tickle our imagination when it comes to what we can do and who we can become. You can call this approach norm criticism. It will have the power to change confining structures and help make society more open and accepting.

During the creation of this toolkit, SI has had the pleasure to collaborate with the ‘Gender Photographer’, Tomas Gunnarsson, who uses his powerful photography to encourage people to think about more inclusive communication.

Images that change the world contains an exhibition, a guidebook and suggested guest speakers and topics.

Building blocks

  1. Exhibition

High-resolution exhibition in English (print version), please contact SI to receive the file
Low resolution exhibition in English (overview)
Exhibition texts in English for translation  
Working files for designing the exhibition in your local language – please contact SI to receive them

Hanging instructions and sizes of each panel in the exhibition (18 panels in total, requiring 18 meters of wall space, including space between the panels). The panels can also be exhibited in the modules, which are available in the exhibition module and can be used in a lot of different toolkit exhibitions.


  1. Guidebook

The guidebook is in English and is 36 pages long. To order, please contact

Guidebook (low resolution file for overview)


Suggested Speakers with presentations and topics

Marianne Nilsson, gender equality strategist, Region Värmland County Council.
Topics: equality and economic growth, masculine norms, inclusive communication

Tomas Gunnarsson, gender expert, journalist and photographer. He is the producer of the exhibition in this toolkit.
Topics: inclusive communication, norms and identity, gender issues

Barakat Ghebrehawariat, entrepreneur with a social agenda. He is a frequent public speaker, diversity trainer and a facilitator of change.
Topics: inclusive communication, highlighting ethnicity, diversity and democracy

Johan Adolfsson, communication consultant; while SI was developing this tollkit, he worked as the communication director at the Municipality of Gävle, the example used in the exhibition and the guidebook.
Topics: inclusive communication, gender issues, how to handle harsh criticism

Maria Richter Simsek, change agent and public speaker in equality and rural development. She will share experiences of inclusive practice and tools from Region Kronoberg County Council.
Topics: Inclusive communication, norm creativity, norms beyond gender, inclusive public sector.

Hedvig Bergenheim, Communication Director, Region Värmland County Council.
Topics: equality and economic growth, male norms and including communication.


Lectures and Workshops

Speakers can give lectures, as well as lead workshops of different content and length. We kindly ask you to plan such events together with your contacts at SI.


Press images, press release and Q&A

Press release for translation to your local language
Images that change the world Q&A

Press images. When you use these photos, please make sure to include the name of the photographer and the caption. 

Inspirational stories

The exhibtion in Zagreb.

Credits: The Embassy of Sweden in Zagreb.

Read more about how the embassy of Sweden in Zagreb worked with Images that change the world at the Cvjetni trg square in Zagreb.

Financial support

Applications for projects in April to December 2023

Due to the extraordinarily high number of toolkit applications, and a limited budget, we are unable to grant any further financial support for toolkits in 2023 with the exception of toolkit applications with following purposes:

– Higher education promotion
– Sweden alumni relations
– Sweden 500 celebrations (maximum of 5 000 SEK)
– The Nobel Prize (a limited numer of applications)
You can of course also use all material on but without funding from us.

Swedish embassies and consulates may apply for financial support of maximum SEK 40,000 for production of the printed material, language translation and travel costs and remuneration for Swedish guest speaker(s). Part of the sum applied for should be used for inviting Swedish guest speaker(s).

For projects aiming to strengthen cooperation in the Baltic Sea Region the level of financial support is limited to a maximum of SEK 100,000. Up to 30 per cent of the granted sum may be used for external project management.

Initiatives that include the exhibition in combination with lectures and/or workshop will be prioritised.

How to apply

To apply, please fill out the application form.

The application must be sent in at least two months before the event. Resources are limited and financial support may not be available at the end of the year. Limits may apply.

By filling out the application form you agree to respect the copyright agreement for the images.

Individuals or organisations who would like to show the exhibit should contact the Swedish embassy or consulate in your area.

How to report

After completed event, fill out the project report for toolkits.

If more than 10 per cent of the total grant has not been used, then the full amount of unused funds must be repaid to SI. Repayment shall be via UD EKO. When repaying, enter the project’s registration number (available in the agreement) and the name of your organisation in the notification field and notify the project manager in question.

Contact at the Swedish Institute

For more information, please contact  Anna Maria Bernitz