‘72% of women in the UK still don’t feel represented in media & advertising’. A shocking statistic shared by global brand Dove, as they launch their new global campaign, #Showus.
It’s a statistic that shocks me and feels as though it’s something that I’d expect to hear in the 80’s as opposed to now when diversity and the importance of a wider representation is being championed across all forms of media.
The new campaign, which aims to speak out against outdated beauty ideals and stereotypes, is a collaboration formed with creative agency Girl Gaze (@girlgaze) and Getty images, one of the biggest suppliers of stock imagery with an archive of over 200 million. Together, as a strong collaboration, they want to create the world’s largest photo library with 5000 photos of binary and non binary women across 39 countries, in order to challenge and shatter unrealistic beauty stereotypes.
For me, Dove have always been a brand I consider authentic and genuine, especially ever since the launch of their #realbeauty campaign back in 2004 which featured beautiful women of all shapes, sizes and races. I’ve watched closely as prominent campaigns followed including the Dove Self Esteem Project (which focuses on building self-esteem in young people), My Beauty My Say and The Woman Warrior Project, which collectively, support women representing their own type of beauty.
With their newest collaborative campaign making a difference as it gains mulitple exposure across different platforms, its empowering to see so many women with varied conditions being appreciated for what makes them proudly unique. So far, we have seen women with scars, curves, albinism and Vitiligo, showing the world why they too, are just as ‘real’ as those women most commonly used in advertising. Beatriz from Brazil was the first face I spotted because of her Vitiligo. Posing with her hands held confidently above her head which revealed the patches on her arms, she commented that “seeing real people in the media is empowering’ and her hope is that more women with skin conditions will continue to be represented in the media.
As new images continue to make it into the global album there is exciting anticipation on who we will see next. Follow and support Dove on Instagram and be inspired by all those women proud to be making a difference….
Want to be part of a great initiative that expands the beauty of definition? Share an image of yourself alongside #ShowUs hashtag and you could be selected and featured. For more information, check out the Dove website for more info.