As an industry, we play a part in gender presentation in the media. We wanted to change the way advertisers portray women in their advertising.
68% of all women can’t relate to the imagery they see in advertising (The Dove Global Beauty and Confidence Report 2016) and we need to change that if we want consumers to have a positive feeling about our brands.
To help agencies and advertisers change the way they portray women, we needed to offer them the tools to do so, so we looked at stock-sites, where most agencies purchase the images they use. What we saw was not a realistic image of today’s society.
So we started by changing that.
We teamed up with leading photographers and created non-stereotypical images of women, which we then uploaded to the stock-sites. So when people searched for ‘Beautiful women’ they would get pictures of strong and independent women instead of the very gender stereotypical ones, we usually find on stock-sites.
We hacked Shutterstock at first with over 1,000 pictures, that later turned into more than 10,000 pictures, when photographers from all over the world participated. Then we ran ads and outdoor and at the same time hit the agencies on social media and through earned media.
After the first wave we turned the campaign around to reach consumers, by using some of the women from the B2B campaign and featured them in advertorials, POS and on social media.