Real and relevant representation for #IWD19
It’s increasingly important to illustrate women and girls accurately, to challenge what the media portray and to break stereotypes; so International Women’s Day 2019 has chosen global photo community and marketplace EyeEm as its exclusive Image Partner. The Image Collection shows women exactly as they are: Strong, powerful, diverse and unique.
Glenda Slingsby, Partnerships Director for International Women’s Day, said: “Photographers and [the] industry can certainly play a critical role in helping forge a more gender-balanced world” and we agree.
A small and easily actionable change we can make is to strive for diversity in our visual work and use a wider range of genders, colours and cultures – both in front of and behind the camera. In her TEDx talk, Jill Greenberg stated that 85% of magazine covers and 92% of adverts are shot by men. This despite 85% of consumer purchases being made by women. Just because as marketers we’re trying to sell something, doesn’t mean we can’t create change whilst doing it.
The IWD 2019 Image Collection was shot by EyeEm photographers, and 20% of the revenue will go towards the World Association of Girl Guides and Girl Scouts (WAGGGS) – an International Women’s Day charity of choice. Explore the brilliant collection here.
Written by:Leah Groom Marketing Manager
Category:What we think
You may also like
/ 26 Jan 2021
Four brand strategy trends to be aware of in 2021
There are four key trends which we believe will play a big part in strengthening brand strategies and ensuring relevance within an ever challenging marketplace over the coming year. These are: Experiential retail Science vs nature AccountaRead more
/ 21 Dec 2020
The evolution of the Christmas ad
Christmas ads have been around for over 100 years, and whether you love ’em or loathe ‘em, they have evolved to become a firm staple of the consumer experience throughout the festive season. With the current category king John Lewis reportingRead more