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 Executive

Category:

What we think

Date:

08/03/2019

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