As an industry we play a part in gender presentations in the media. When we use images that doesn’t reflect society, images that portraits women as objects, we dictate unrealistic ideas. Dove wanted to change the way advertisers portraits women in their advertising. 68% of all women can’t relate to the imagery they see in advertising.
To help agencies and advertisers change their ways, Awesome Pomegranata needed to offer them the tools to do so, so they looked at stock-sites, where a lot of agencies purchase the images they use and what we saw was not a realistic image of today’s society, so they started by changing that. They teamed up with leading photographers and created non-stereotypical images of women, which we then uploaded to the stock-sites, so when people searched for ‘Beautiful women’ they would get different results