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项目 # ShowUs
案例简介：背景 多芬认为，美丽应该是女性自信的源泉 -- 包括所有女性身份和非二元个体。然而，全世界70% 的女性表示，她们仍然感觉不到每天看到的图像。许多图像继续强加不切实际的美丽标准，这些标准对女性是谁，她们应该是什么样子以及她们可以实现的目标持狭隘的看法。每天，女性的生活都会受到这些限制、排斥和陈规定型观念的影响。它影响他们的健康、人际关系和机会。 为了克服杂乱的 “女性主义” 空间，并重新确立自己作为美容类别的领导者的地位，多芬建立了一种新的营销模式: 少说，多做。为了将自己对美的观点付诸实践，多芬 (Dove) 旨在将所有妇女从限制她们的压迫性刻板印象中解放出来。但是媒体代表性是一个系统性问题，竞选活动无法解决。为了真正拓宽所有女性在媒体和广告中的代表方式，多芬与志同道合的组织结盟，采取大胆、果断的行动。通过向更多的女性展示她们的真实面貌，我们可以提高世界各地所有女性的自尊和生活质量，她们可以向世界展示什么是可能的。 描述您所在地区的文化/社会/政治气候以及在此背景下您的竞选活动的重要性 研究证明，对妇女的陈规定型媒体表示 (包括所有女性身份和非二元个体) 以无数方式限制了她们，从获得医疗保健到生活机会。例如，在美国，体重较高的女性一生的收入明显减少 (约200万美元)，而拥有自然或以非洲为中心的头发的有色女性被认为是不专业的。刻板印象也会影响女性建立亲密关系的能力: 在中国，25岁以上的女性被称为 “剩女”，因为她们不再年轻，因此被认为不适合结婚。在整个亚洲和南太平洋地区，不鼓励女性将皮肤暴露在阳光下，因为深色皮肤被认为是 “丑陋的”。 但是，全世界的女性都要求改变和承担责任，以应对媒体和广告中的形象。# ShowUs项目旨在通过打破在地方一级影响妇女的陈规定型观念，在全球一级解决妇女的代表性问题。因为妇女被边缘化的确切对象和方式的细微差别取决于当地价值观。通过与当地妇女合作，创建多样化和真实的图像，并在全球可访问的平台上公开分发这些图像，我们可以系统地消除压迫性的陈规定型观念，并扩大所有妇女的形象 描述创意 鸽子已与Getty Images和Girlgaze一起采取行动，创建了 # ShowUs项目。它是由女性创建的世界上最大的股票照片库-包括所有具有女性身份和非二元身份的个人-通过向女性展示自己的本来面目，而不是其他人认为的那样，打破美丽的刻板印象。 项目 # ShowUs的特色是来自39个国家的妇女的5,000 + 照片。由女性创作和拍摄的100%，零数字失真。可在GettyImages.com上向全球所有媒体和广告商开放。而且，在股票照片历史中，每个被拍摄的女性都首次亲自定义了自己的搜索标签，因此可以根据自己的意愿看到它们。 这只是开始。10% 每一张许可的图像都支持女性摄影师，并进一步扩大收藏。与世界各地的女性和行业变革创造者一起，# ShowUs项目旨在向所有女性展示她们的现状，这样她们就可以向世界展示什么是可能的。 描述策略 关于全球平等运动和媒体代表性的研究告诉我们，包括所有女性身份和非二元个体在内的70% 妇女仍然看不到自己在媒体和广告中的代表。此外，十分之六的女性认为，对女性的更多样化/更真实的描述将增加她们自己和下一代的信心。 许多图像继续强加不切实际的美丽标准，对女性应该是谁提出了狭隘的看法。“你不能成为你看不见的人” -- 女性的健康、人际关系和机会都受到这些限制的影响。但是全世界的女性都在要求改变。 虽然压迫性的美丽刻板印象影响着世界各地的女性，但根据当地价值观，限制的人及其方式的细微差别会有所不同。因此，我们在39个国家/地区进行了针对市场的研究，以确定当地的美丽理想，以及谁被代表/边缘化，从而采用了一种基于数据的方法，以最真实的方式打破了每个女性的个人经历。 描述执行情况 Project # ShowUs是由Dove，Getty Images和Girlgaze建立的18个月的深厚合作关系，旨在系统地消除全球女性的陈规定型媒体和广告表现形式-包括所有女性身份g和非二元个体。 为了解决如此巨大的问题，我们需要可持续的基础设施。我们在39个国家/地区扎根，以了解当地的美丽刻板印象。然后，与Girlgaze的全球多元化的女性创意团队一起，我们聘请了300位本地摄影师和才华来粉碎他们。他们制作了5,000多个图像; 我们将它们提供给所有媒体和广告商。 但是，没有意识的行动几乎没有影响，Dove发起了一项全球运动，呼吁女性进一步扩大该系列，并让我们的行业使用它。在39个国家/地区本地改编了广告系列工具包 (电影，印刷，哦，社交活动)。与媒体巨头的合作伙伴关系确保了Project # ShowUs images的使用规模空前。 描述结果/影响 项目 # ShowUs于2019年3月27日启动，完全重新想象了股票图像的构思，制作和分发方式，为女性的真实代表性设定了新的标准-包括所有具有女性身份和非二元性的个人。 在第一个月，全球80,000位女性举手支持该系列，550品牌，代理商和财富500公司对该系列表现出兴趣。好消息是，考虑到62% 女性认为 # ShowUs图片代表了该国大多数女性的外观，66% 说她们更有可能使用/购买使用 # ShowUs图片的品牌。 Project # ShowUs启发了Getty Images在其平台上的其他股票照片上实现了突破性的自定义照片标签。而且，他们已经建立了赠款，以支持未来的女性摄影师，并致力于在镜头背后提供更多样化的代表。它还促进了Girlgaze全球就业平台的启动，并为全球女性摄影师提供了116个带薪工作。
项目 # ShowUs
案例简介：Background Dove believes that beauty should be a source of confidence for women — inclusive of all female-identifying and non-binary individuals. Yet 70% of women worldwide say they still don’t feel represented in the images they see every day. Many images continue to impose unrealistic beauty standards that present a narrow view of who women are, what they should look like, and what they can achieve. Every day, women’s lives are affected by these limitations, exclusions, and stereotypes. It affects their health, relationships, and opportunities. To overcome the cluttered ‘Femvertising’ space and reassert themselves as a leader in the beauty category, Dove established a new marketing model: SAY less, DO more. To put their point of view on beauty into action, Dove took aim to liberate all women from the oppressive stereotypes that limit them. But media representation is a systemic issue that isn’t solved by a campaign. To truly broaden the way that all women are represented in media & advertising, Dove allied with like-minded organizations to take bold, decisive action. By showing more women as they truly are, we can improve the self-esteem and quality of life for all women everywhere, and they can show the world what’s possible. Describe the cultural/social/political climate in your region and the significance of your campaign within this context Studies have proven that stereotypical media representations of women — inclusive of all female-identifying and non-binary individuals — limit them in countless ways, from access to healthcare to opportunities in life. For instance, in the U.S., higher-weight women earn significantly less over a lifetime (~$200K), and women of color with natural or afro-centric hair are deemed unprofessional. Stereotypes also affect women’s ability to build intimate relationships: In China, women over the age of 25 are called ‘leftover’ and deemed unfit for marriage because they are no longer youthful. And across Asia and the South Pacific, women are discouraged from exposing their skin to the sun because darker skin is considered “ugly.” But women worldwide are demanding change and accountability for how they are portrayed in media & advertising. Project #ShowUs aims to tackle representation of women at a global level by breaking the stereotypes that most affect them at a local level. Because the nuances of exactly who and how women are marginalized varies based on local values. By partnering with women locally to create diverse and authentic images, and publically distributing them on a globally-accessible platform, we can systematically dismantle oppressive stereotypes and expand how all women are Describe the creative idea Dove has taken action with Getty Images and Girlgaze to create Project #ShowUs. It’s the world’s largest stock photo library created by women — inclusive of all female-identifying and non-binary individuals — to shatter beauty stereotypes by showing women as they are, not as others believe they should be. Project #ShowUs features 5,000+ photographs of women from 39 countries. 100% created and photographed by women, with zero digital distortion. Available to all media & advertisers worldwide at GettyImages.com. And for the first time in stock photo history, every woman photographed has personally defined their own search tags, so they can be seen on their own terms. This is just the beginning. 10% of every image licensed supports women photographers and further grows the collection. Together with women and industry change-makers worldwide, Project #ShowUs aims to show all women as they are, so they can show the world what’s possible. Describe the strategy Research on global equality movements and media representation informed us that 70% of women — inclusive of all female-identifying and non-binary individuals — still don’t see themselves represented in media & advertising. Furthermore, 6-in-10 women feel that more diverse/authentic depictions of women would increase their own confidence and that of the next generation. Many images continue to impose unrealistic beauty standards, presenting a narrow view of who women should be. “You can’t be what you can’t see” — women’s health, relationships, and opportunities are affected by these limitations. But women worldwide are demanding change. While oppressive beauty stereotypes affect women everywhere, the nuances of who and how they limit vary based on local values. Therefore we conducted market-specific research — across 39 countries — to determine local beauty ideals, and who is represented/marginalized, resulting in a data-informed approach to breaking stereotypes in ways most authentic to each woman’s personal experience. Describe the execution Project #ShowUs is 18 months of deep partnership by Dove, Getty Images, and Girlgaze to systematically dismantle stereotypical media and advertising representations of women worldwide — inclusive of all female-identifying and non-binary individuals. To tackle an issue of this magnitude, we needed sustainable infrastructure. We hit the ground in 39 countries to understand local beauty stereotypes. Then, together with Girlgaze’s globally diverse collective of female-identifying creatives, we hired 300+ local photographers and talent to shatter them. They produced over 5,000 images; we made them available to all media & advertisers. But action without awareness makes little impact, Dove created a global campaign that was a call-to-arms for women to further grow the collection, and for our industry to use it. A campaign toolkit (films, print, OOH, social + events) was locally-adapted in 39 countries. And partnerships with media powerhouses ensured that Project #ShowUs images were used on an unprecedented scale. Describe the results/impact Project #ShowUs launched on 27 March 2019, completely re-imagining how stock imagery is conceived, produced and distributed, setting a new standard for authentic representation of women — inclusive of all female-identifying and non-binary individuals. In the first month, 80,000+ women worldwide raised their hand to support the collection, and 550+ brands, agencies and Fortune 500 companies showed interest in the collection. Great news, considering 62% of women believe #ShowUs images are representative of how most women in their country look, and 66% say they’re more likely to use/purchase brands that use #ShowUs images. Project #ShowUs has inspired Getty Images to implement the groundbreaking self-defined photo tags across other stock photos on their platform. And they’ve established grants to support future female-identifying photographers, committing to more diverse representation behind the lens. It also facilitated the launch of Girlgaze’s global jobs platform and accounted for 116 paid jobs for female-identifying photographers worldwide.
Project #ShowUs
案例简介：背景 多芬认为，美丽应该是女性自信的源泉 -- 包括所有女性身份和非二元个体。然而，全世界70% 的女性表示，她们仍然感觉不到每天看到的图像。许多图像继续强加不切实际的美丽标准，这些标准对女性是谁，她们应该是什么样子以及她们可以实现的目标持狭隘的看法。每天，女性的生活都会受到这些限制、排斥和陈规定型观念的影响。它影响他们的健康、人际关系和机会。 为了克服杂乱的 “女性主义” 空间，并重新确立自己作为美容类别的领导者的地位，多芬建立了一种新的营销模式: 少说，多做。为了将自己对美的观点付诸实践，多芬 (Dove) 旨在将所有妇女从限制她们的压迫性刻板印象中解放出来。但是媒体代表性是一个系统性问题，竞选活动无法解决。为了真正拓宽所有女性在媒体和广告中的代表方式，多芬与志同道合的组织结盟，采取大胆、果断的行动。通过向更多的女性展示她们的真实面貌，我们可以提高世界各地所有女性的自尊和生活质量，她们可以向世界展示什么是可能的。 描述您所在地区的文化/社会/政治气候以及在此背景下您的竞选活动的重要性 研究证明，对妇女的陈规定型媒体表示 (包括所有女性身份和非二元个体) 以无数方式限制了她们，从获得医疗保健到生活机会。例如，在美国，体重较高的女性一生的收入明显减少 (约200万美元)，而拥有自然或以非洲为中心的头发的有色女性被认为是不专业的。刻板印象也会影响女性建立亲密关系的能力: 在中国，25岁以上的女性被称为 “剩女”，因为她们不再年轻，因此被认为不适合结婚。在整个亚洲和南太平洋地区，不鼓励女性将皮肤暴露在阳光下，因为深色皮肤被认为是 “丑陋的”。 但是，全世界的女性都要求改变和承担责任，以应对媒体和广告中的形象。# ShowUs项目旨在通过打破在地方一级影响妇女的陈规定型观念，在全球一级解决妇女的代表性问题。因为妇女被边缘化的确切对象和方式的细微差别取决于当地价值观。通过与当地妇女合作，创建多样化和真实的图像，并在全球可访问的平台上公开分发这些图像，我们可以系统地消除压迫性的陈规定型观念，并扩大所有妇女的形象 描述创意 鸽子已与Getty Images和Girlgaze一起采取行动，创建了 # ShowUs项目。它是由女性创建的世界上最大的股票照片库-包括所有具有女性身份和非二元身份的个人-通过向女性展示自己的本来面目，而不是其他人认为的那样，打破美丽的刻板印象。 项目 # ShowUs的特色是来自39个国家的妇女的5,000 + 照片。由女性创作和拍摄的100%，零数字失真。可在GettyImages.com上向全球所有媒体和广告商开放。而且，在股票照片历史中，每个被拍摄的女性都首次亲自定义了自己的搜索标签，因此可以根据自己的意愿看到它们。 这只是开始。10% 每一张许可的图像都支持女性摄影师，并进一步扩大收藏。与世界各地的女性和行业变革创造者一起，# ShowUs项目旨在向所有女性展示她们的现状，这样她们就可以向世界展示什么是可能的。 描述策略 关于全球平等运动和媒体代表性的研究告诉我们，包括所有女性身份和非二元个体在内的70% 妇女仍然看不到自己在媒体和广告中的代表。此外，十分之六的女性认为，对女性的更多样化/更真实的描述将增加她们自己和下一代的信心。 许多图像继续强加不切实际的美丽标准，对女性应该是谁提出了狭隘的看法。“你不能成为你看不见的人” -- 女性的健康、人际关系和机会都受到这些限制的影响。但是全世界的女性都在要求改变。 虽然压迫性的美丽刻板印象影响着世界各地的女性，但根据当地价值观，限制的人及其方式的细微差别会有所不同。因此，我们在39个国家/地区进行了针对市场的研究，以确定当地的美丽理想，以及谁被代表/边缘化，从而采用了一种基于数据的方法，以最真实的方式打破了每个女性的个人经历。 描述执行情况 Project # ShowUs是由Dove，Getty Images和Girlgaze建立的18个月的深厚合作关系，旨在系统地消除全球女性的陈规定型媒体和广告表现形式-包括所有女性身份g和非二元个体。 为了解决如此巨大的问题，我们需要可持续的基础设施。我们在39个国家/地区扎根，以了解当地的美丽刻板印象。然后，与Girlgaze的全球多元化的女性创意团队一起，我们聘请了300位本地摄影师和才华来粉碎他们。他们制作了5,000多个图像; 我们将它们提供给所有媒体和广告商。 但是，没有意识的行动几乎没有影响，Dove发起了一项全球运动，呼吁女性进一步扩大该系列，并让我们的行业使用它。在39个国家/地区本地改编了广告系列工具包 (电影，印刷，哦，社交活动)。与媒体巨头的合作伙伴关系确保了Project # ShowUs images的使用规模空前。 描述结果/影响 项目 # ShowUs于2019年3月27日启动，完全重新想象了股票图像的构思，制作和分发方式，为女性的真实代表性设定了新的标准-包括所有具有女性身份和非二元性的个人。 在第一个月，全球80,000位女性举手支持该系列，550品牌，代理商和财富500公司对该系列表现出兴趣。好消息是，考虑到62% 女性认为 # ShowUs图片代表了该国大多数女性的外观，66% 说她们更有可能使用/购买使用 # ShowUs图片的品牌。 Project # ShowUs启发了Getty Images在其平台上的其他股票照片上实现了突破性的自定义照片标签。而且，他们已经建立了赠款，以支持未来的女性摄影师，并致力于在镜头背后提供更多样化的代表。它还促进了Girlgaze全球就业平台的启动，并为全球女性摄影师提供了116个带薪工作。
Project #ShowUs
案例简介：Background Dove believes that beauty should be a source of confidence for women — inclusive of all female-identifying and non-binary individuals. Yet 70% of women worldwide say they still don’t feel represented in the images they see every day. Many images continue to impose unrealistic beauty standards that present a narrow view of who women are, what they should look like, and what they can achieve. Every day, women’s lives are affected by these limitations, exclusions, and stereotypes. It affects their health, relationships, and opportunities. To overcome the cluttered ‘Femvertising’ space and reassert themselves as a leader in the beauty category, Dove established a new marketing model: SAY less, DO more. To put their point of view on beauty into action, Dove took aim to liberate all women from the oppressive stereotypes that limit them. But media representation is a systemic issue that isn’t solved by a campaign. To truly broaden the way that all women are represented in media & advertising, Dove allied with like-minded organizations to take bold, decisive action. By showing more women as they truly are, we can improve the self-esteem and quality of life for all women everywhere, and they can show the world what’s possible. Describe the cultural/social/political climate in your region and the significance of your campaign within this context Studies have proven that stereotypical media representations of women — inclusive of all female-identifying and non-binary individuals — limit them in countless ways, from access to healthcare to opportunities in life. For instance, in the U.S., higher-weight women earn significantly less over a lifetime (~$200K), and women of color with natural or afro-centric hair are deemed unprofessional. Stereotypes also affect women’s ability to build intimate relationships: In China, women over the age of 25 are called ‘leftover’ and deemed unfit for marriage because they are no longer youthful. And across Asia and the South Pacific, women are discouraged from exposing their skin to the sun because darker skin is considered “ugly.” But women worldwide are demanding change and accountability for how they are portrayed in media & advertising. Project #ShowUs aims to tackle representation of women at a global level by breaking the stereotypes that most affect them at a local level. Because the nuances of exactly who and how women are marginalized varies based on local values. By partnering with women locally to create diverse and authentic images, and publically distributing them on a globally-accessible platform, we can systematically dismantle oppressive stereotypes and expand how all women are Describe the creative idea Dove has taken action with Getty Images and Girlgaze to create Project #ShowUs. It’s the world’s largest stock photo library created by women — inclusive of all female-identifying and non-binary individuals — to shatter beauty stereotypes by showing women as they are, not as others believe they should be. Project #ShowUs features 5,000+ photographs of women from 39 countries. 100% created and photographed by women, with zero digital distortion. Available to all media & advertisers worldwide at GettyImages.com. And for the first time in stock photo history, every woman photographed has personally defined their own search tags, so they can be seen on their own terms. This is just the beginning. 10% of every image licensed supports women photographers and further grows the collection. Together with women and industry change-makers worldwide, Project #ShowUs aims to show all women as they are, so they can show the world what’s possible. Describe the strategy Research on global equality movements and media representation informed us that 70% of women — inclusive of all female-identifying and non-binary individuals — still don’t see themselves represented in media & advertising. Furthermore, 6-in-10 women feel that more diverse/authentic depictions of women would increase their own confidence and that of the next generation. Many images continue to impose unrealistic beauty standards, presenting a narrow view of who women should be. “You can’t be what you can’t see” — women’s health, relationships, and opportunities are affected by these limitations. But women worldwide are demanding change. While oppressive beauty stereotypes affect women everywhere, the nuances of who and how they limit vary based on local values. Therefore we conducted market-specific research — across 39 countries — to determine local beauty ideals, and who is represented/marginalized, resulting in a data-informed approach to breaking stereotypes in ways most authentic to each woman’s personal experience. Describe the execution Project #ShowUs is 18 months of deep partnership by Dove, Getty Images, and Girlgaze to systematically dismantle stereotypical media and advertising representations of women worldwide — inclusive of all female-identifying and non-binary individuals. To tackle an issue of this magnitude, we needed sustainable infrastructure. We hit the ground in 39 countries to understand local beauty stereotypes. Then, together with Girlgaze’s globally diverse collective of female-identifying creatives, we hired 300+ local photographers and talent to shatter them. They produced over 5,000 images; we made them available to all media & advertisers. But action without awareness makes little impact, Dove created a global campaign that was a call-to-arms for women to further grow the collection, and for our industry to use it. A campaign toolkit (films, print, OOH, social + events) was locally-adapted in 39 countries. And partnerships with media powerhouses ensured that Project #ShowUs images were used on an unprecedented scale. Describe the results/impact Project #ShowUs launched on 27 March 2019, completely re-imagining how stock imagery is conceived, produced and distributed, setting a new standard for authentic representation of women — inclusive of all female-identifying and non-binary individuals. In the first month, 80,000+ women worldwide raised their hand to support the collection, and 550+ brands, agencies and Fortune 500 companies showed interest in the collection. Great news, considering 62% of women believe #ShowUs images are representative of how most women in their country look, and 66% say they’re more likely to use/purchase brands that use #ShowUs images. Project #ShowUs has inspired Getty Images to implement the groundbreaking self-defined photo tags across other stock photos on their platform. And they’ve established grants to support future female-identifying photographers, committing to more diverse representation behind the lens. It also facilitated the launch of Girlgaze’s global jobs platform and accounted for 116 paid jobs for female-identifying photographers worldwide.
项目 # ShowUs
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Project #ShowUs
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涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
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