“70% of women say they do not feel represented in the media and advertising. 71% want these sectors to present more portraits of women in their physical diversity: age, race, shape and size. They are telling us loud and clear that it is time to change our definition of beauty. ” – Dove Impact of beauty stereotypes Quantitative Study 2019…
#MeToo or TimesUp … impossible not to think of the distance traveled, but also that which remains to be covered. Times are changing and we can only hope that these movements finally contribute to the creation of a world in which women will no longer have to suffer or be seen as objects.
As image professionals, we also have our share of responsibility: that of creating and deploying communications, which represent women, people who identify themselves as women or non-binary, in an authentic way, such as they are, and not like others think they should be.
While visual language is ubiquitous today, brands have a responsibility to accurately reflect society and bring about positive change, breaking down stereotypes rather than fueling them. “70% of women don’t feel well represented in media and advertising. ”
Rahima Gambo 1082451514 Use this image
Getty Images offers a unique perspective on the evolution of the representation of women. Because we know the power that a single image can exercise, it is important to consider the stories told and transmitted by our collective visual culture through the way women are represented.
We are constantly exposed to advertisements, and the restrictive and traditional images of the genre that are deeply rooted in our culture are really damaging. Every day, these limitations, exclusions and stereotypes affect women, their relationships and their opportunities in life. Everyone involved in the creation process has a duty to make responsible decisions.
At Getty Images, we take this responsibility very seriously and believe that diversity is important, both in terms of image and behind the lens. This is why we have teamed up with Dove, one of the most iconic beauty brands in the world and pioneer in its commitment to “real beauty”, and Girlgaze, a global community of women, people who identify as women. and non-binary to create meaningful and lasting change.
For too long, the media and advertising have perpetuated ideals of beauty that present a narrow view of who women are and what they should look like. The time has come for all of us to be part of the solution.
With more than 5,000 images already, the #MontrezNous Project is the world’s largest collection of photos created by women, people identifying themselves as women and non-binary – available now at GettyImages.fr.
The challenge ? Combining our strengths and ending the narrow definition of beauty as it is systematically presented around the world, by setting a new standard for authentic, diverse and inclusive representation of women around the world. This is a collection that is set to grow and will open up to images taken by Getty Images women photographers around the world. It is up to all of us to be more attentive to the images we choose – regardless of their use.
Now discover, buy a license and use the photos from Project #MontrezNous for your next project or future campaign. And this is only the beginning ! Each licensed image will support photographers identifying themselves as women in the future and further expand the photo collection, so that all advertisers can reflect the authentic experiences of women around the world.
It is up to all of us to be more attentive to the images we choose – regardless of their use.
Join us on June 27 for an inclusive webinar! Registration: http://engage.gettyimages.com/ShowUs?elqTrackId=97009f48fc9444e0844fec95e1a85db8&elqTrack=true
Discover the #MontrezNous Project