Dove has partnered with Getty Images and Girlgaze to create the world’s largest stock library of unedited women and non-binary people in a bid to change public perception of women.
The project, named #ShowUs, calls on the advertising and marketing industry to better represent the real identity of women. The images are now available to view, licence and use in projects and campaigns.
More than 5,000 images are available, with the shots were taken by 116 Girlgaze photographers. The initiative was launched by Global Vice President of Dove, Sophie Galvani, who has called for a societal shift on the way women are portrayed in the media.
Women of all ethnicities and shapes have been represented in the project, which follows reports that over 70 percent of women globally don’t feel represented by every day images.
Galvani stated, “For over 60 years, we have believed in liberating women from narrow beauty ideals and have showcased beauty diversity in our advertising. However, this is not enough, and we cannot make the systemic change we need alone.”
Dr Rebecca Swift, Creative Insights Director Getty Images, said, “While we’ve seen a positive shift in the popularity of photography that realistically represents women, there’s a lot more to be done. Project #ShowUs will break visual clichés on an unprecedented scale, and we invite all media and advertisers to join the movement.”