The world has created an idea of what a beautiful woman looks like through pictures – pictures of extraordinary women, photoshopped to remove any flaws. Pictures of women in adverts that 68% of real women don’t think they match (sadly, that also means live up to), according to Dove’s Global Beauty and Confidence Report.
Dove and Mindshare realised that they could change the pictures that are identified with beautiful women and real women by changing the images that are tagged “beautiful woman” and “real woman” on the world’s biggest photo library, Shutterstock. This library lets photographers upload as many images as they like and tag them how they want. From January 18 and with the help of photographers throughout the world, they flooded Shutterstock with their own images of beautiful women. This changed what was seen when anyone searched beautiful woman or real woman in the library.
They effectively replaced stereotypical images with their own pictures of strong, independent and original women. Images that give a realistic picture of women in today’s society.
The site, ImageHack.org, went live in February.
On March 8, International Women’s Day, they placed a series of outdoor ads outside major agencies in Denmark and encouraged agencies and advertisers to use these images in their ads.
42 brands came on board, including Ford, Frisko, GFB Pension, Panorm and IT firm, any.mac.
1729 images were downloaded. The campaign generated 40 million media impressions. The campaign cost just US$10,000.