Inclusivity in mainstream media is on the rise, although there's still a long way to go. Thankfully, Dove has teamed up with Getty Images and GirlGaze to give the media a much-needed nudge in the right direction.
Getty Images, the world leader in photo distribution, has seen a 168 per cent increase in the search term “diverse women” since last year, demonstrating the need for media representation. Dove is known for its focus on inclusivity, and has used unretouched photos of diverse women in its advertisments for over a decade. So, what do you get when you combine Getty Images and Dove with the all-female directors and photographers at GirlGaze? Well, you get a stereotype-smashing photo library featuring 5000 diverse women that could, quite frankly, come over to ours for tea any time.
Project #ShowUs was borne from the voices of under-represented women – in fact, 72 per cent of women don’t feel represented in the media, and feel as though their features are not considered to be typically beautiful. The campaign is also a completely female-driven project, including the photographers and directors, with participants from over 39 countries.
The library offers the media an inclusive vision of beauty, as the photos are available for use, and aims to expand the definition of beauty to include all body types, races and physical abilities. Plus, every image is self-defined - taken in a real setting, decided upon by the subject, and described in terms of how they see themselves.
Whether they want to #ShowUs that there is strength in our scars, how beauty is ageless or that every body is a beach body, the campaign is full of powerful women with a message - and it's about time people listened.
For more information about the inspirational campaign, and to learn more about the women taking part, go to dove.com