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.