Stimulated by special educational needs co-ordinators’ (SENCos) reactions to a published image, the researchers used photovoice methodology to explore SENCos’ images of themselves in relation to the perceptions of three groups of their colleagues: senior management team, teachers and teaching assistants. The analysis of the images involved the application of Activity Theory, which has the capacity to illuminate and explore the social context. The results demonstrate the complexity of the role of the SENCo and the need to negotiate different perceptions. The authors argue the case for policies and procedure to fully take into account these differences. The adoption of this methodology helped to provide a deeper understanding of these issues.