Dove - Project #ShowUs

70% of women still don’t feel represented in media & advertising.
That’s why we partnered with Girlgaze Photographers, Getty Images and women everywhere to create
Project #ShowUs – the world’s largest stock photo library powered by women to shatter
beauty stereotypes around the world. We’re showing women as they are, not as others believe they should be.  

Two years in the making, we worked with 116 photographers, 179 female identifying & non-binary people photographed in 39 countries.
To launch the project, we did everything from digital billboards in Times Square, OOH around NY and London, and even print ads.
This is just the beginning as the image bank is set up to be sustainable for the long run.

To promote the image bank and create awareness, we’ve done everything from film, digital OOH in Times Square & Piccadilly Circus,
OOH in NY, and even a :30 at the Spice Girls tour. See below for some of the highlights.

We also took over the Spice World tour with a :30 asking people to #ShowUs what they really really want. #BestBriefEver

Awards:
Cannes Glass: Lion For Social Change - Silver
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 Integrated Marketing Campaign - Highly Commended
The Drum Social Purpose Awards: Best Video Campaign - Winner
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