In 2019, a researcher from Business Fights Poverty highlighted that female body portrayals in ads caused nearly a quarter of women to feel ashamed of their appearance. Similarly, a study by Dove in the US revealed that 70% of women felt they weren’t represented in the media. These stereotypical depictions have been shown to restrict women in various aspects of life, professionally and personally. To address this, Dove collaborated with Mindshare, Getty Images, and Girlgaze, a community of female and non-binary creatives, to initiate Project #ShowUs and drive significant change.
Working with Girlgaze, they engaged over 300 photographers to create more than 5,000 images showcasing authentic and diverse representations of females, including those who identify as female or non-binary. These images were then made accessible to media and advertisers through Getty Images. Since the launch, over 1,300 companies across 40+ countries have accessed over 15,000 images from this collection. This initiative also influenced Getty to boost female representation in its workforce by 35%, and Girlgaze established a global jobs platform ensuring gender equality.
Imagine The Possibilities
In 2018, Barbie, the toy brand, made a significant change by diversifying its doll collection to reflect real women’s careers and aspirations better. A global campaign called “Imagine the Possibilities” highlighted this transformation, signaling Barbie’s commitment to empowering young girls. They introduced new dolls representing various body types like Petite, Curvy, and Tall Barbies. Expanding on this initiative, in 2019, Barbie continued to challenge stereotypes through the Dream Gap Project Fund. This fund aimed to support organisations dedicated to empowering girls. Barbie launched two new lines of dolls—one portraying women role models from around the world and another celebrating careers where women are still underrepresented. They pledged to donate $1 from each doll sold to their partner organisations.
Addressing The Pay Gap
Meanwhile, Standard Chartered Bank in the UAE tackled the significant issue of the gender pay gap, particularly within the art world. Female artists were found to be earning 47.6% less than their male counterparts. The bank addressed this disparity by organising an exhibition showcasing the work of 19 female artists. Each artwork was deliberately left 47.6% incomplete to visually illustrate the extent of the pay gap and bring attention to this issue.
Celebrating The Women’s Achievement
In 1912, Harvey Nichols, a UK department store, became the centre of the suffragette movement when protesters smashed its London store windows. Fast forward over a century later, Mayor Sadiq Khan urged stores to create displays honouring women’s rights for the 2018 Fashion Week. Harvey Nichols enthusiastically embraced this opportunity. They chose to celebrate the suffragettes’ movement by inviting women to symbolically smash the windows of their flagship store on the eve of Fashion Week. National TV crews, social media influencers, and photographers were present for this event. Notable women’s rights figures participated, including the great-granddaughter of activist Emmeline Pankhurst, who delivered the initial symbolic blow.
This initiative, led by Fanclub PR and TBWA London, garnered 75 media pieces and received coverage from influential national outlets. Harvey Nichols builds on its history by supporting gender equality through a partnership with Smart Works, a charity aiding women with clothing and training for entering the workforce.
Transforming Into a Positive Cycle
The absence of fair representation lies at the heart of gender prejudice. When representation is missing, it results in limited opportunities. When representation is based on stereotypes, it constrains various facets of women’s lives. Recognising this, these brands chose to change the situation by promoting equal representation. They aimed to challenge bias and transform a harmful cycle into a positive one.
