Project #ShowUs by Dove | Shattering Beauty Stereotypes

Project #ShowUs by Dove redefining how women are represented and setting a new standard for the authentic and diverse representation of women across the world.

Dove is partnering with women & non-binary individuals everywhere to create Project #ShowUs, a collection of 10,000+ images that offer a more inclusive vision of beauty for all media & advertisers to use.

In partnership with the largest international stock photo distributor, Getty Images, and Girlgaze – a collective of female-identifying and non-binary photographers – Dove is building the world’s largest stock photo library of its kind. The move builds on its commitment to share a more inclusive vision of beauty.

A year in the making, the collection – currently 5,000 images strong and continually growing – is created exclusively by women, female-identifying and non-binary individuals and is available now for the media and advertising industries to view, license and use.

“What’s so important about this particular campaign is that we’ve been able to highlight and photograph women and girls all over the world who don’t generally get seen,” says Amanda de Cadenet, founder and CEO, Girlgaze.

“As image professionals, we have the responsibility to reflect society authentically and to help trigger social change,” adds Dr Rebecca Swift, Director of Creative Insights at Getty Images.

70% of women taking part in a recent global Dove study told us they still don’t feel represented in the images they see every day. Images in ads and the media still impose unrealistic standards and limiting stereotypes which present a narrow view of who women are, what they should look like and what they can achieve. It affects their lives, health, relationships and the opportunities they are given. We wanted to drive deep systemic change.

What makes Project #ShowUs unique?

For the first time on Getty Images, every one of the 179 people photographed for the collection has personally defined their search descriptions and tags for their pictures. This allows them to express their beauty in their way, on their terms, ensuring they feel realistically represented. This project is 100% powered by women, depicted as they are in real life, with absolutely no digital distortion.

Be part of the change. Visit www.gettyimages.com/ShowUs to look through the library and encourage any agencies you work with to use imagery from the collection.

This campaign is about:
Project #ShowUs, Getty Images, Girlgaze, advertising, social change, stereotype, Digital Campaign, Stock Images, Photoshoot, Photograph, Cannes Lions 2019