Similarly, the goal of this initiative is to break the stereotype and conventional, celebrated women and old age.
A recent Getty Image Visual GPS market study found that 2 out of 3 women worldwide say they have been subjected to all kinds of prejudice or discrimination, with nearly a quarter of women (21%) saying age is a major cause of prejudice against women.
The study further reveals that age is often under-represented in visual storytelling, with almost half (53%) of the women featured in the most popular images being young adults or under 30 years of age. Excluding age, less than 1% of images included LGBTQ + women and women with larger body types, and only 1% included women with disabilities.
Dr. Getty Images, Global Director of Creative Insights. Rebecca Swift says, “The reality of what aging looks like today is being misrepresented in the images we see in marketing and advertising every day. Our Visual GPS research shows how there is bias everywhere, but for brands and businesses it is no more important for brands and businesses to understand the visual stories they tell and understand how women around the world are fully realized, multidimensional and incredibly diverse. .
She added: “Through our latest #ShowUs grant, we hope to highlight the modern reality of women in their 50’s, 60’s, 70’s and beyond, who live full and active lives and celebrate all experiences at all stages of life. More authentic way. We’re proud to help emerging artists create inclusive visual stories that drive a more diverse and representative landscape. “
For the competition, the judges will pay special attention to female photographers and videographers who portray authentic stories of women and non-binary people in their local communities.
In addition, grant winners will be invited to license their award-winning content through GettyImages.com and iStock.com at a 100% royalty rate for content created within the proposed project. In addition to the financial rewards, recipients will also receive guidance and counseling.
Deposits will be judged by a prestigious industry-leading panel that includes:
- Leandro Barreto – Global Vice President, Dove
- Barbara Shipley – Senior Vice President, Brand Integration, AARP (American Association of Retired Persons)
- Miriam Slimani – Photographer
- Najat Lekle – Educator and Influential
Getty Images #ShowUs Grant is part of Getty Images’ larger incentive program, which has donated more than $ 1.8 million to photographers and videographers around the world since its inception.
Applications will be accepted until 11:59 (EST) April 29, 2022. Entrants can apply online at https://grants.gettyimages.com/en/grants/showus-grant-beauty-has-no-age-limit.