Why Dove’s Project #ShowUs Bagged Silver at The Cannes Lion
Matthew Perez If you’ve been wondering what Dove’s global initiative, Project #ShowUs, is all about, the ambition is simple - it aims to encourage the industry to bring about change and challenge beauty stereotypes, highlighting the serious impact pressure that media and advertising has on women’s overall well-being. Project #ShowUs has the world’s largest stock photo library, created by women and non-binary individuals, to shatter stereotypes associated with real beauty. This is done by showing women as they are as opposed to how others believe they should be.
Shonda Rhimes, award-winning TV producer, screenwriter and author along with Dove and its partners, Getty Images and Girlgaze, called on the industry to step-up and take responsibility for the images they use in media and advertising as part of the panel Time to Step Up: Smashing Beauty Stereotypes at the Cannes Lions International Festival of Creativity. The panel discussion touched upon how women all over the world are calling for a more diverse and inclusive visual landscape. The session demanded that brands in attendance took responsibility for the images they use in media and advertising.
According to stats, 68 percent women globally believe only the most attractive women or girls are depicted in media, 70 percent claim they don’t feel represented by everyday media images and about 6 in 10 women would be more likely to use/purchase brands using #ShowUs imagery.
With over 5,000 images, this stock photo library created by Dove for Project #ShowUs, is available for media and advertisers everywhere at Getty Images/ShowUs to review, license and use in their upcoming projects or campaigns. The outcome of this thought-provoking initiative is to come together and put an end to the narrow definition of beauty that is consistently being portrayed across the world. This initiative aims to set a new standard for the authentic, diverse and inclusive representation of women globally.
And for all these reasons and more, Dove’s Project #ShowUs in collaboration with Girlgaze and Getty Images, bagged silver at the recently concluded Cannes Lion International Festival of Creativity and we couldn’t be more proud to have partnered with them to promote this noble cause.
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