{"id":712043,"date":"2022-11-15T13:31:08","date_gmt":"2022-11-15T18:31:08","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/seeher-and-getty-images-launch-second-edition-of-imagery-toolkit-to-diversify-representation-of-women-and-girls\/"},"modified":"2022-11-15T13:31:08","modified_gmt":"2022-11-15T18:31:08","slug":"seeher-and-getty-images-launch-second-edition-of-imagery-toolkit-to-diversify-representation-of-women-and-girls","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/seeher-and-getty-images-launch-second-edition-of-imagery-toolkit-to-diversify-representation-of-women-and-girls\/","title":{"rendered":"SeeHer and Getty Images Launch Second Edition of Imagery Toolkit to Diversify Representation of Women and Girls"},"content":{"rendered":"

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SeeHer and Getty Images Launch Second Edition of Imagery Toolkit to Diversify Representation of Women and Girls<\/b><\/p>\n

The expanded and updated toolkit is designed to help marketers fully understand the power of their visual choices and encourage more nuanced depictions of women in advertising<\/b><\/i><\/p>\n

NEW YORK–(BUSINESS WIRE<\/a>)–
\nToday, <\/b>SeeHer, the leading global movement to eliminate gender bias in media and advertising, and Getty Images<\/a> (NYSE: GETY), a preeminent global visual content creator and marketplace, released their 2022 Imagery Toolkit for Inclusive Visual Telling:<\/a> Women to help marketers understand the importance of imagery selections and help eliminate one-size-fits-all representation. The toolkit puts women and girls front and center, giving marketers the tools they need to showcase women as multifaceted, multi-dimensional beings.\n<\/p>\n

This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20221115006341\/en\/<\/a><\/p>\n

\nGetty Images, a member of the SeeHer movement, first partnered with the organization for their 2020 Inclusive Visual Storytelling Guide for Women<\/i><\/a>, thanks to their joint mission of changing the way women are portrayed in marketing and advertising. The companies adapted the initial guide, released in 2020, to create their latest iteration, a more robust toolkit featuring additional learnings, insights, and solutions for marketers, as well as updated data and research by SeeHer and Getty Images\u2019 VisualGPS<\/a>.\n<\/p>\n

\nAccording to research conducted by SeeHer, nearly 60 percent of advertisements still show women in stereotypical roles, while one in four women say that there is not enough variety in women\u2019s gender identities depicted on screen. Additionally, Getty Images\u2019 proprietary VisualGPS research found that 53 percent of American women experience discrimination or bias because of more than one aspect of their identities, with Black and Indigenous women and women of color (BIPOC) being 5 times more likely than white women to experience discrimination. The research also showed that white women are more likely to be depicted in popular visuals than women of color, though most of the world is not white.\n<\/p>\n

\n\u201cWe continue to see the advertising and entertainment communities evolve how they portray women and girls,\u201d said Christine Guilfoyle, President, SeeHer, Association of National Advertisers. \u201cThe new guide encompasses new learning and will help companies fully understand the business incentive in accurately depicting women in advertising.\u201d\n<\/p>\n

\nThis updated edition takes an intersectional approach, aiming to showcase the multiple identities women simultaneously hold and displaying how these traits overlap and intersect with the hope that marketers can leverage it to seamlessly create unbiased, effective advertising that leads to measurable impact.\n<\/p>\n

\n\u201cWhile we\u2019ve seen brands continue to ramp up necessary changes in the way they represent women, there is still more work to be done,\u201d said Tristen Norman, head of Creative Insights for the Americas at Getty Images. \u201cThis revised edition takes a more nuanced approach, pulling in certain impacts we\u2019ve seen on women as a result of a global pandemic, as well as emphasizing the importance of intersectionality, all with the aim to encourage more diverse, nuanced imagery of women in advertising in ways that reflect the current state of the world.\n<\/p>\n

\nThe Inclusive Visual Guidebook helps brands with the data, insights and questions to take immediate action in their visual choices to help drive change. More can be found here.<\/a><\/p>\n

\nThe updated 2022 guide encourages marketers to:\n<\/p>\n