Dove releases Project #ShowUs image library with Getty and Girlgaze

Dove, in partnership with Getty Images and Girlgaze, has announce the world’s largest stock photo library created by women and non-binary individuals called Project #ShowUS.

The project is based on insights that 70% of women do not feel represented in the images they see every day.

The library launched with over 5,000 images, featuring women from 39 countries.

The photos are available for use by media and advertisers as Dove calls upon creative and media professionals to use more diverse images of women in their work.

Dove’s research into the issue found that women feel advertisers did a poor job at portraying women of physical diversity, with 66% feeling there is limited body shapes and sizes represented.

The campaign calls upon advertisers to use more diverse images of women in their work

Dove head of media and PR, Anneliese Douglass, said in a statement: “Dove understands the impact unrealistic images of beauty can have on a women’s body confidence and their subsequent ability to reach their full potential. For over 60 years, Dove has believed in liberating women from narrow beauty ideals, showcasing diversity in our advertising. However, this is not enough and we cannot make the systemic change needed alone. Project #ShowUs aims to break beauty stereotypes and we invite media and advertisers to license the images and join us to take real tangible action, embracing the diverse beauty of Australia, liberating women from narrow beauty ideals.”

Dove spokesperson and WNBA basketball player, Liz Cambage, said: “Despite Australia being extremely multicultural, I always knew I was different growing up, especially coming in at 2.03 meters tall (“6’8”), never seeing girls like myself in magazines. I am proud to be working with Dove to encourage the Australian advertising and media industry to shift towards a more inclusive and diverse visual representation of this country.”

Natalie McComas, Australian Girlgaze photographer, stated: “Australia has such a rich heritage and I was very proud to bring the stories of these diverse Australian women to life. Project #ShowUs is a game changing initiative for artists to unleash their creativity and truthfully depict beauty.”


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