An Expanding Focus on Women’s Health: Getty Images and Dove Partner for #ShowUs Grant
The marketing industry is increasingly shining a spotlight on women’s health, with initiatives aiming to promote diversity and challenge stereotypes. One such initiative is the #ShowUs Grant, a collaboration between global visual content creator Getty Images and beauty brand Dove. While previous grants focused on diversity within creative commercial photography and videography, the next wave of the grant will specifically center on women’s health.
The #ShowUs Initiative
The #ShowUs initiative was created to elevate the work and voices of women, femmes, and non-binary artists in the field of visual content creation. Through two grants of US$5,000 each, this initiative aims to promote diversity and challenge stereotypes within the industry. The grant supports artists who are committed to authentically representing women, femmes, and non-binary people in their work.
Data from Getty Images’ VisualGPS
Data from Getty Images’ VisualGPS global research platform reveals interesting insights about women’s engagement with personal health. The research shows that 60% of female respondents actively seek to improve their physical health, with the Boomer generation leading with a peak of 73%. Furthermore, 77% of respondents explore new wellness practices, while a staggering 93% express a desire for more support for mental health issues.
Breaking Stereotypes and Celebrating Diversity
Rebecca Swift, Vice President and Global Director of Creative Insights at Getty Images, acknowledges that women’s health has often been portrayed in industries targeting young, thin, white, cis-gendered women. However, women’s health experiences are diverse and influenced by various factors like age, ethnicity, sexual orientation, and geographic location. The #ShowUs grant aims to highlight these unique lived experiences and break health stereotypes by celebrating diversity.
Grant Application and Selection Process
The grant applications will be judged by a panel of industry-leading experts, including Aela Abalos, Director of Content and Communities at Dove North America, and Anita Bhagwandas, a journalist, broadcaster, and brand consultant. The panel seeks photographers or videographers who honor the full spectrum of health experiences, considering factors such as age, ethnicity, gender identity, disability, and mental and physical health.
The selected winners will not only receive financial support and mentorship but also have the opportunity to license their award-winning content through GettyImages.com and iStock.com at a 100% royalty rate. This creates a significant opportunity for artists to showcase their work and contribute to changing the narrative surrounding women’s health.
Project #ShowUs: Challenging Beauty Stereotypes
Project #ShowUs, now in its fourth year, is a global library of images created exclusively by women, femmes, and non-binary photographers. It aims to challenge beauty stereotypes and represent individuals as they truly are, rather than conforming to societal expectations. The collaboration between Getty Images and Dove demonstrates their commitment to inclusivity and promoting authentic representation in the industry.
The Long-Term Investment in Change
The Getty Images #ShowUs grant is part of the larger Getty Images grant program, which has already donated over $2.6 million to photographers and videographers worldwide. This highlights the long-term investment required to bring about systemic change in the marketing industry. By providing ongoing support and opportunities, initiatives like the #ShowUs grant lay the foundation for a more inclusive and diverse representation of women’s health.
Conclusion
The partnership between Getty Images and Dove for the #ShowUs grant represents a significant step in promoting diversity and challenging stereotypes in the marketing industry. By focusing on women’s health experiences and celebrating diversity, this initiative aims to break the traditional portrayals of wellness and beauty. The opportunity for photographers and videographers to receive financial support, mentorship, and exposure for their work creates a powerful platform for change. Through ongoing investments and initiatives, the industry can continue to drive systemic change and represent women’s health in all its diversity.
Approaching Women’s Health with Diversity and Authenticity
Women’s health has traditionally been portrayed in the media through images targeting a specific demographic: young, thin, white, cis-gendered women. However, the reality is that women’s health experiences are diverse and influenced by various factors such as age, ethnicity, sexual orientation, and geographic location. Recognizing this, Getty Images and Dove have come together to expand their #ShowUs Grant, focusing specifically on women’s health.
This expansion of the #ShowUs Grant reflects a growing trend within the marketing industry. More and more, companies are realizing the importance of authentic representation and diversity in their campaigns. By challenging stereotypes and featuring a wider range of women’s health experiences, marketing initiatives can achieve greater inclusivity and resonate with a broader audience.
Data from Getty Images’ VisualGPS global research platform further supports the need for diversity in women’s health representation. The research reveals that women prioritize and actively seek ways to improve their personal health. Additionally, a significant percentage of respondents are exploring new wellness practices, indicating a growing interest in alternative approaches to well-being. The research also highlights the need for better support for mental health issues, with 93% of respondents expressing this desire.
Through the #ShowUs Grant, Getty Images and Dove aim to break the traditional stereotypes associated with women’s health. The grant provides financial support and mentorship to artists who are committed to authentically representing women, femmes, and non-binary people in commercial photography and videography. The selection process places importance on honoring the full spectrum of health experiences, considering factors such as age, ethnicity, gender identity, disability, mental and physical health.
Winners of the #ShowUs Grant will not only benefit from financial support and mentorship but also the opportunity to license their award-winning content through GettyImages.com and iStock.com at a 100% royalty rate. This empowers artists to share their unique perspectives and contribute to a more diverse representation of women’s health in the industry.
Project #ShowUs, now in its fourth year, is a joint initiative between Getty Images and Dove, focusing on breaking beauty stereotypes. The collection, which is 100% created by women, femmes, and non-binary people, aims to depict individuals as they truly are and challenge societal expectations. By challenging beauty norms and promoting authentic representation, the partnership between Getty Images and Dove demonstrates their commitment to inclusivity and diversity within the marketing industry.
The #ShowUs Grant is part of Getty Images’ larger grant program, which has already donated over $2.6 million to photographers and videographers worldwide. This program exemplifies the long-term investment required to bring about systemic change in the marketing industry. A one-time campaign may create initial impact, but ongoing support and opportunities are necessary to drive lasting change and promote authentic representation in women’s health.
Overall, the collaboration between Getty Images and Dove for the #ShowUs Grant represents a significant step towards promoting diversity and challenging stereotypes in the marketing industry. By expanding their focus to women’s health and celebrating the diversity within it, this initiative creates space for more authentic and inclusive representations. Through ongoing investments and initiatives, the industry can foster a more accurate portrayal of women’s health, acknowledging and celebrating the multitude of experiences that exist.
Summary
The partnership between Getty Images and Dove for the #ShowUs Grant highlights the increasing focus on women’s health in the marketing industry. The grant aims to promote diversity and challenge stereotypes by supporting artists who authentically represent women, femmes, and non-binary people in commercial photography and videography. Data from Getty Images’ VisualGPS global research platform shows that women prioritize their personal health and seek ways to improve it. The grant offers financial support, mentorship, and exposure opportunities, demonstrating a long-term commitment to driving systemic change in the industry. Project #ShowUs, a joint initiative between Getty Images and Dove, challenges beauty stereotypes by featuring images created exclusively by women, femmes, and non-binary photographers. The grant program is part of Getty Images’ larger grant program, which has donated over $2.6 million to photographers and videographers worldwide. This partnership and initiative contribute to a more diverse and inclusive representation of women’s health experiences.
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From Channel 4 launching a dedicated menopause policy, to Nurofen and McCann shining a light on the gender pain gap, women’s health is finally in the marketing spotlight.
It’s a change Getty Images is expanding, in partnership with Dove. The global visual content creator and marketplace brand has revealed that the next wave of his #ShowUs Grant will focus on women’s health.
The #ShowUs initiative aims to promote diversity within creative commercial photography and videography, elevating the work and voices of women, femmes, and non-binary artists with two grants of US$5,000 each.
Data from Getty Images’ VisualGPS global research platform shows that women are prioritizing and using services to improve their personal health. While 60% of respondents who identify as female are actively seeking to improve their physical health (with a peak of 73% for the Boomer generation). While 77% of respondents are exploring new and different wellness practices, 93% would like to see more support for people with mental health issues.
“Women’s health is something that has generally been portrayed as wellness industry images that heavily target young, thin, white, cis-gendered women. Age, ethnicity, sexual orientation and geographic location are just a few of the many factors that impact how people experience women’s health products and services,” said Rebecca Swift, vice president and Global Director of Creative Insights at Getty Images.
She continued: “With this latest #ShowUs grant, we seek to delve into those unique lived experiences and break health stereotypes by celebrating the diversity within them.”
The two $5,000 grants provide financial support and mentorship to artists who are committed to authentically representing women, femmes, and non-binary people in commercial photography and videography. The judges are looking for photographers or videographers who honor the full spectrum of health experiences, across age, ethnicity, gender identity, disability, mental and physical. All experiences are valid, welcome and appreciated.
Submissions will be judged by an industry-leading panel including Aela Abalos, Director of Content and Communities, One Dove North America and Dove and journalist, broadcaster and brand consultant Anita Bhagwandas.
Selected winners will also be invited to license their award-winning content through GettyImages.com and iStock.com at a 100% royalty rate for content created within their proposed project. In addition to financial remuneration, the recipients will also receive guidance and mentoring support.
Now in its fourth year, Project #ShowUs is a global library of images created by women, femmes, and non-binary photographers dedicated to breaking beauty stereotypes around the world. A joint initiative between Getty Images and Dove, this global collection is 100% created by women, femmes and non-binary people, and represents them as they are, not as others think they should be.
The Getty Images #ShowUs grant is part of the larger Getty Images grant program, which since its inception has donated more than $2.6 million to photographers and videographers around the world. A compelling reminder that changing the narrative in marketing requires more than a one-time campaign, but rather a long-term investment to drive systemic change.
Applications will be accepted until 11:59 pm US Pacific Standard Time on July 10, 2023. Participants can apply online here.
https://www.creativebrief.com/bite/getty-images-and-dove-extend-showus-to-tackle-womens-health
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