To address the fact that a high percentage of women don't see themselves represented in media and advertising, Dove teamed up with Getty Images and Girlgaze to redefine what stock photos of women look like. The project resulted in the creation of what is now recognized as the largest stock photo library to represent real women.
The #ShowUs project involved capturing 5,000 images to break stereotypes and increase representation for all women. The large image library features 179 women from 39 countries and 116 female and non-binary photographers. These images have the potential to be used by worldwide media and advertisers.
For the first time, Getty Images has made it possible for the 176 photographers who participated in the project to personally define their own search descriptions and tags in their own language and terms.
Honest Stock Photo Libraries
With #ShowUs, Dove is Redefining What Stock Photos of Women Look Like
Trend Themes
1. Diverse Stock Photo Libraries - Creating diverse stock photo libraries to promote inclusivity and representation in media and advertising.
2. Photography Platforms for Social Change - Developing photography platforms that facilitate the creation of impactful projects promoting social change.
3. User-defined Image Search Terms - Enabling users to define their own search descriptions and tags in their own language and terms.
Industry Implications
1. Advertising - Adopting more diverse and representative stock photo libraries for more inclusive advertising campaigns.
2. Photography - Developing photography platforms and libraries that promote social change and diversity.
3. Technology - Creating user-defined search features and platforms that promote diversity, social change, and inclusivity.