“Show us more women who look like me.”

70% of women, femmes and non-binary individuals still don’t see themselves represented in media and advertising. And research continues to prove that stereotypical representations limit them in countless ways, from their health and relationships to their opportunities in life.

Project #ShowUs is an ongoing alliance between Dove, Getty Images, and GirlGaze to build the world’s largest the world’s largest stock photo library created entirely by women, femmes and non-binary individuals to shatter beauty stereotypes. To date, the collection includes over 10,000 photographs from 39 countries (and counting!), depicting them exactly as they are, not as others believe they should be. No digital distortion, no false narratives, no apologies. Every tag is personally written by the photo subject themselves, so they can be defined on their own terms. The collection has been made available to all media & advertisers worldwide.

10% of every image licensed supports women, femme and non-binary photographers, so the collection – and commercial opportunities for photographers – continues to grow. Every day, industry change-makers worldwide continue to pledge their support by using the images in their projects.

Over 18 months in the making, I was the creative lead for Project #ShowUs from initial pitch concept and strategy, to photographer + talent recruitment/production (300 people in 39 countries!), through to global campaign development. In close partnership with a team of truly badass change-makers across four different organizations, we rallied together to make the impossible, possible. I’d be lying if I said my life wasn’t changed in the process.

AWARDS
Cannes Glass: Lion For Social Change - Silver
Effie Awards (Global): Positive Change, Social Good - Winner
Effie Awards (U.S.): Media Content Partnership - Gold
Jay Chiat Awards: Global Strategy - Silver
Adweek Project Issac Awards: Best Partnership Invention - Winner
Shorty Social Good Awards: Fashion, Beauty & Luxury - Category Winner
Shorty Social Good Awards: Social Movement - Gold
Shorty Social Good Awards: Integrated Campaign - Gold
Shorty Social Good Awards: Diversity & Inclusion - Gold
Cynopsis Best of the Best: Best Diversity Awareness Campaign - Winner
The Drum Awards: Most Innovative Use of Content - Winner
The Drum Awards: Best Integrated Cross-Channel Media - Winner
The Drum Awards: Best Charity Content Marketing Campaign - Highly Commended
The Drum Awards: Best CPG Content Marketing Campaign - Highly Commended
The Drum Social Purpose Awards: Best Content Marketing Campaign - Winner
The Drum Social Purpose Awards: Best Content Marketing Campaign - Winner
The Drum Social Purpose Awards: Best Video Campaign - Winner
The Drum Social Purpose Awards: Best Integrated Marketing Campaign - Highly Commended
The Drum Social Purpose Awards: Best Cause Related - Shortlist
New York Festival Advertising Awards: Collaborations & Partnerships – Gold
New York Festival Advertising Awards: Social Good/Environment & Sustainability – Silver
New York Festival Advertising Awards: Social/Environmental Good: Brand – Silver
New York Festival Advertising Awards: Integrated Marketing – Silver
New York Festival Advertising Awards: Unique Partnership: Brand – Finalist
New York Festival Advertising Awards: Women – Finalist
New York Festival Advertising Awards: Social/Environmental Good: Brand – Finalist
New York Festival Advertising Awards: Community Building – Finalist
New York Festival Advertising Awards: Civic & Social Education: Brand – Finalist
New York Festival Advertising Awards: Audience Connection – Finalist
One Show: Creative Effectiveness – Merit
One Show: Global Campaign – Merit
Fast Company Innovation By Design Awards: Social Good – Honorable Mention
ECHO Awards: Best Integrated Campaign - Silver
ECHO Awards: Best Campaign for CSR/Social Good - Bronze
D&AD Awards: Equality & Diversity – Finalist
Epica Awards: Public Interest - Shortlist
Digiday Awards: Best Social Good Campaign - Shortlist
Jay Chiat Awards: Nonprofit - Shortlist