Getty Images, Dove And Girlgaze Celebrate Two Years Of Project #ShowUs With New Grants
Two years on from the launch of Project #ShowUs, Getty Images, Dove and Girlgaze have revealed the impact of their partnership, with Getty Images search and download data signaling the advertising industry is moving toward more authentic and inclusive portrayals of women.
However, data from Getty Images’ insights platform Visual GPS suggests there is still more work to be done by agencies and brands to represent women across the different intersections of age, ethnicity, ability, body shape and size, gender expression, sexual orientation and religious beliefs
At launch, the ambition for the project was to come together and put an end to the narrow definition of beauty consistently portrayed around the world, setting a new standard for the authentic, diverse and inclusive representation of women and non-binary individuals across the world.
Shot entirely by women, female-identifying and non-binary photographers and videographers, every individual featured within the collection has personally articulated their own search descriptions and tags for their images, allowing them to define how they want to be described, in their own language, on their own terms, ensuring they feel realistically represented.
The impact of Project #ShowUs so far
- Images from the Project #ShowUs image library have been downloaded over 42,000 times by over 4,900 companies globally.
- Over 200 female-identifying and non-binary photographers in 41 countries have contributed to the collection – including 85 new content creators, now including videographers, since launch.
- Over 85,000 women and non-binary individuals have shown interest in taking part in #ShowUs with nearly 4,000 signing up to be hand raisers for the campaign and feature in the library.
- Following launch of the collection, global customer searches on gettyimages.com increased for ‘real woman’ (up 150 per cent), ‘natural beauty’ (up over 100 per cent) and ‘body positive’ (up over 470%) while new search terms appeared such as ‘unretouched’ and ‘authentic woman’.
Still a way to go for agencies and brands
And there is still much work to be done. In a survey carried out for Getty Images Visual GPS, only 14 per cent of women in ANZ said they are well represented in advertising and only 10 per cent consider themselves well represented in communications from companies they do business.
Additionally, of those women who reported feeling discriminated against, 51 per cent said it is because of their body, shape or size and 29 per cent reported discrimination because of the way they look, dress or present themselves.
Winners of latest #ShowUs Grant revealed as next grant opens for submissions
As an extension of the project, the Getty Images #ShowUs Grant was launched in 2020 to provide financial and mentoring support to women, female-identifying and non-binary commercial photographers and videographers from around the world who are using their talents to create inclusive visual stories authentically representing women, female-identifying and non-binary individuals.
The most recent grant awards two $5,000 grants to emerging artists who were asked to submit against the brief of creating inclusive visual stories on the theme ‘Women Relationships’. The winners are:
- Stephanie Bell, a media producer, filmmaker and writer located in Los Angeles who aims to inspire, empower, and uplift women through creative concepts and storytelling. Stephanie’s winning project focuses on documenting the importance of Black-owned beauty supply stores and salons in Los Angeles.
- Nwando Ebeledike is a London-based Nigerian documentary photographer who is inspired by otherness/alternative realities, finding various diverse ways of life and merging these various realities to get a better understanding of life. Nwando’s winning project focuses on telling the stories of queerness in Nigeria, where one’s reality can be taboo and punishable by law.
Stephanie Bell said of winning the grant: “Winning this grant motivates me to tell the stories that I am passionate about. As an artist sometimes it’s easy to trick myself into thinking that my ideas aren’t worth pursuing but receiving recognition like this provides confirmation that underrepresented stories are important and my work will be supported despite my insecurities.”
“This grant will help further my creative work by allocating the funds I need to purchase necessary equipment and allow me to invest in the help of creatives within my community.”
Nwando Ebeledike said of winning the grant: “For the past year, I’ve been in a state of ‘stuck’ because of the pandemic and resulting lockdowns. Recently, in a state of worry, I asked myself ‘Am I still a photographer if I do not photograph and am I still a storyteller if I do not tell stories’.”
“This grant has given me renewed self-belief in the work, in my visual eyes, in the way I see the world, in the stories I want to tell and how I want to tell them and in the ways these stories are interpreted by people who see them. It has reminded me that I am still a photographer documenting important stories even when the world slows down.”
Getty Images, Dove and Girlgaze are now calling on emerging artists to apply for the next grant, which will award two grants of $5,000 to women, female-identifying and non-binary individuals who submit against the brief of representing women and non-binary leadership in all its forms – this can be mother leading/teaching daughter, friend guiding friend, or women and non-binary individuals in professional leadership settings.
The Grant closes at 2.59pm AEDT 30th April.
Dr Rebecca Swift, Global Head of Creative Insights at Getty Images, said, “at Getty Images, we understand the power images can have in shaping and breaking stereotypes and inspiring change so seeing the results of #ShowUs just two years in is incredibly rewarding. Yet women around the world are telling us they still don’t see themselves represented in visual communications.”
“Everyone responsible for choosing or commissioning content needs to dig deeper. For our part, the #ShowUs Grant is one of the ways we meaningfully support the promotion of gender diversity within creative photography and elevate the work and the voices of female-identifying and non-binary photographers.”
Sophie Van Ettinger , Global Vice President, Dove, commented,“Project #ShowUs is an ambitious collaboration between likeminded partners who want to change the representation of women across the globe. Two years on from the launch, I’m proud to see the impact #ShowUs is having on the industry.”
“The growth of the bank and the #ShowUs Grant continue to move the conversation forward but there is always more that can be done. As an actionist brand, Dove will continue to challenge the industry and ask media and advertisers to consider the images they’re using and the proven impact they have on how women feel.”
Featured Image: photographer Kholood Eid
Please login with linkedin to comment
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.