According to Dove’s Global Beauty and Confidence Report from 2016, 68% of women can’t identify themselves with the images they see in advertisements. Not only is this impacting how women are perceiving themselves and other women; it’s hurting margins, too. So Denmarks Mindshare decided to do something about it. By “hacking” into Shutterstock, they were able to upload photos of strong, independent, original women in non-stereotypical settings. This combined with changing search algorithms, they were able to successfully change the photographic results for “beautiful woman” and “real woman.”
Well, by doing so they were then able to encourage agencies and advertisers to use these images to portray women equally in their ads. The result? Pretty inspiring if you ask me. Check it out for yourself here.