Project #ShowUs
Overview
In today's media landscape, 70% of women, femmes, and non-binary individuals still don’t see themselves represented in media and advertising.
That’s why we partnered 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. We’re showing women as they are, not as others believe they should be.
Two years in the making, we worked with 116 photographers, 179 female-identifying and non-binary individuals photographed in 39 countries. The impact of this project was recognized on a global scale, collecting several international industry awards including the Cannes Lions Silver for Social Change.
Role
Art direction
Agency
Razorfish | Publicis Sapient
Client
Dove
Director
Erin Heidenreich
Year
2019
The image collection
Each image tag on Getty Images was crafted by the subjects themselves, allowing them to define their own identities. The collection became a resource for media and advertisers worldwide, breaking barriers and broadening perspectives. 10% of proceeds from licensed images went directly toward supporting women, femmes, and non-binary photographers, fueling the collection's continued growth and inclusivity.
Globally, industry leaders eagerly embraced these images, driving a wave of greater representation and diversity across all media.
Launch & OOH advertising
We launched the project with a global film, digital billboards in Times Square and Piccadilly Circus, strategic out-of-home placements in NY and London, and print ads in top fashion and photography publications.
This marks just the start, with plans for long-term sustainability.
Results:879 million
100% positive
global reach
15,175K
social sentiment*
70 million
new followers
200,000
hand raisers
17,000%
Getty Image downloads
increase in page views on gettyimages.com during launch week
#ShowUs took 18 months, from inception & strategy, to recruiting 300+ photographers and talent across 39 countries. Together, we transformed ideas into action, overcoming challenges with resilience and creativity.
600 companies downloaded #ShowUs images - These companies were a mix of Fortune 500 brands across Advertising agencies (68%), Corporations (15%), and Media Companies (17%).
