Dove reveals 70% of women globally do not feel represented by everyday images—and 67% of women are calling for brands to step up and start taking responsibility for the imagery they use. Dove has partnered with Getty Images and Girlgaze to launch Project #ShowUs, the world’s largest stock photo library with over 5,000 images, created by women and non-binary individuals to shatter beauty stereotypes.
Getty Images has seen an increase of +192% over the past year in searches for the term “real people, “diverse women” by +168%, and “strong women” by +187%, providing more evidence of the demand for a more realistic portrayal of women and beauty. There is also a huge need for stock imagery to include women in more progressive and empowering roles and scenarios with “women leaders” up by +202%.
“We take this responsibility very seriously and want to empower our customers to create visual communications which are truly representative of their audiences,” says Dr Rebecca Swift, a senior director of creative insights at Getty Images and iStock. Casting the net even wider, Dove is offering women around the world the chance to add their images to the library and be part of the change simply by using the hashtag.
Project #ShowUs is part of Unilever’s commitment to UN Women’s Unstereotype Alliance, a cross-industry global initiative which uses the power of advertising and media to free the world from harmful stereotypes that hold back people and society.
Photo: via Broadly Gender Photos