Image: lechatnoir/Getty Images

A new initiative spearheaded by Getty Images and Dove aims to diversify visual representation of women’s health and wellness. The #ShowUs Grant, announced on June 14, 2023, is designed to foster diversity and inclusivity in commercial photography and videography, uplifting women, femme and non-binary artists in the process. Two recipients will receive $5,000 each, to help them create more authentic, wide-ranging visual stories.

The latest findings from Getty Images’ VisualGPS research platform reveal a growing emphasis on personal health amongst women. Over half (60%) of female respondents actively pursue physical health improvements, with the percentage even higher (73%) among Baby Boomers. Additionally, 77% are exploring various wellness practices, and an overwhelming 93% express the desire for improved mental health support.

The #ShowUs Grant seeks to address these needs while reshaping traditional visual narratives. “Women’s health is often portrayed through a narrow lens – typically images of young, slim, white cisgender women,” noted Rebecca Swift, VP & Global Head of Creative Insights at Getty Images. “Age, ethnicity, sexual orientation and geographical location are among the many factors influencing the way people experience women’s health products and services. With the #ShowUs grant, we aim to explore these diverse experiences and break down health stereotypes.”

The selected grant recipients, who will be chosen by a panel of industry leaders, will be tasked with authentically portraying women, femmes, and non-binary individuals’ health experiences across a spectrum of age, ethnicity, gender identity, and disability – both mental and physical. The panel includes Kate Rourke, Head of Creative Insights APAC at Getty Images; Aela Abalos, Head of Content & Communities, One Dove North America, Dove; Julia Rayeb, General Director, Publicitarias; and Anita Bhagwandas, a journalist, broadcaster, and brand consultant.

In addition to the $5,000 grant, recipients will be offered the opportunity to license their award-winning content through and at a 100% royalty rate for their project’s content. Furthermore, they will receive mentorship and guidance to foster their artistic growth.

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