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Dove | Project #ShowUs

 

The Mission

 

A decade after the launch of Dove’s Campaign for Real Beauty, research still shows that an alarming 70% of women don’t see themselves represented in media and advertising.

In partnership with Girlgaze, Getty Images and women everywhere we launched Project #ShowUs – the world’s largest stock photo library created by women to shatter beauty stereotypes around the world.

 

Role : concept, Art Direction, Design

 

The Image collection

 
 

creating the collection

Go behind the scenes and meet the women of Dove’s Project #ShowUs. We’re taking action with Girlgaze Photographers, Getty Images and women everywhere to create Project #ShowUs – the world's largest stock photo library powered by women to shatter beauty stereotypes around the world. Learn more at Dove.com/ShowUs

 
 
 

The Launch

We took out a full-page spread in The New York Times announcing Project #ShowUs to the world – and called on media and advertising to help champion our mission.

 
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spreading the word

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The Result

5,000 images and counting. 879M global reach. 100% positive sentiment. 85,000 hand raisers. As of launch month, over 550 companies have showed interest in using the #ShowUs collection, and there’s been a 17,000% increase in page views on Getty’s site.

 
 
 

reaching the industry

Authentically representing women in media and advertising can’t happen unless we all work together. Across all brands, agencies and industries. The image bank is only step one, which is why we created a companion industry guidebook outlining how media and advertisers can use the bank to truly represent women as they are.


We printed over 1,000 books and sent them to industry leaders around the world.

 
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Press

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