Dove believes that beauty should be a source of confidence for women — inclusive of all female-identifying and non-binary individuals. Yet 70% of women worldwide say they still don’t feel represented in the images they see every day. Many images continue to impose unrealistic beauty standards that present a narrow view of who women are, what they should look like, and what they can achieve. Every day, women’s lives are affected by these limitations, exclusions and stereotypes, affecting their health, relationships and opportunities.
To overcome the cluttered ‘Femvertising’ space and reassert themselves as a leader in the beauty category, Dove established a new marketing model: SAY less, DO more. Dove took aim to liberate all women from the oppressive and limiting stereotypes. But media representation is a systemic issue that isn’t solved by a campaign. By showing more women as they truly are, we can improve the self-esteem and quality of life for all women everywhere, and they can show the world what’s possible.
Dove has taken action with Getty Images and Girlgaze to create Project #ShowUs. It’s the world’s largest stock photo library created by women — inclusive of all female-identifying and non-binary individuals — to shatter beauty stereotypes by showing women as they are, not as others believe they should be.
Project #ShowUs features 5,000+ photographs of women from 39 countries. 100% created and photographed by women, with zero digital distortion. Available to all media & advertisers worldwide at GettyImages.com. And for the first time in stock photo history, every woman photographed has personally defined their own search tags, so they can be seen on their own terms.
Project #ShowUs aims to tackle representation of women at a global level by breaking the stereotypes that most affect them at a local level. Because the nuances of exactly who and how women are marginalized varies based on local values. By partnering with women locally to create diverse and authentic images, and publicly distributing them on a globally-accessible platform, we can systematically dismantle oppressive stereotypes and expand how all women are represented.
This is just the beginning. 10% of every image licensed supports women photographers and further grows the collection. Together with women and industry change-makers worldwide, Project #ShowUs aims to show all women as they are, so they can show the world what’s possible.
Since then, 100,000+ women worldwide raised their hand to support the collection. 900+ companies in 40 countries have downloaded 7,500+ images from the collection. Project #ShowUs has garnered 100% positive sentiment. 62% of women believe #ShowUs images better represent how most women in their country look. 66% say they’re more likely to use/purchase brands that use #ShowUs images.
Project #ShowUs has inspired Getty Images to implement the groundbreaking self-defined photo tags across their entire platform. And increased women in their workforce by 35%. It also facilitated the launch of Girlgaze’s global jobs platform, and accounted for 116 jobs at gender parity for female-identifying photographers worldwide.