Dove advocates for a better image of women with project #ShowUs
Dove is teaming up with Girlgaze and Getty Images to advocate for a diverse image of women in advertising and media through the #ShowUs project.
The recent Dove Impact of Beauty Stereotypes Quant Study shows that there is dissatisfaction about the image of women in the everyday media landscape. Dove, a manufacturer of personal care products that is part of the Unilever Group, has teamed up with the online network Girlgaze as well as Getty Images, the international visual content provider, to launch the #ShowUs project.
Links: Gettyimages.ch/showus; Girlgaze.com; Unstereotypealliance.org. Photos: Jacobia Dahm, Katrin Streicher/Getty Images.
In collaboration with women and non-binary people around the world, this has resulted in an image database of stock photos that challenge ideals of beauty and social stereotypes and are available immediately to the media and advertising industry. The portrayal of women in advertising and the media is to be made more authentic and diverse, thus driving social change. The creative agency Girlgaze, with a community of over 200,000 people identifying as female or non-binary, sees this change as its mission, as founder and CEO Amanda de Cadenet describes it in a statement, "The more diversity behind the lens, the more diversity can be in front of it. That's why #ShowUs is a revolutionary initiative for us."
The project is also part of the UN Women's Unstereotype Alliance, a cross-sector global initiative that aims to combat prejudices and stereotypes reflected in advertising and media.
