AGENCY
Razorfish
TAGLINE
#ShowUs more women who look like me
CAMPAIGN
Print / Digital / Social / OOH
Ten years after "Real Beauty," 70% of women still didn't see themselves in media. We set out to change that.
In partnership with Getty Images and GirlGaze, we built the world's largest stock photo library dedicated to shattering beauty stereotypes. Over 7,000 images. Forty-plus countries. All shot by female and non-binary photographers—no digital distortion, no exceptions.
With 10% of every license going back to the creators, #ShowUs didn't just add to the conversation. It changed what the conversation looked like.
An Industry Guidebook
We created a guide to help brands and agencies better represent women, female-identifying, and non-binary people in media and advertising. Over 1,000 books were distributed to industry leaders worldwide, including every seat at The 3% Conference in NYC—putting the tools for change directly into the hands of changemakers. Because cultural shifts don’t happen in silos—they happen when everyone gets involved.
Campaign Results
900M Global reach
100% Social positive sentiment (trendkite)
15,175K New followers
85,000K Hand raisers
33M+ Youtube views
900+ Companies downloaded #ShowUs images
100,000 Image downloads
17,000% Increase page views to site during launch week
Awards & Recognitions
Ad Age’s Top 5 ads
Adweek Project Isaac Awards: Best Partnership Invention
Cannes Lions 2019: Glass Lion for Change – Silver
Cannes Lions 2019: Brand Experience & Activation – Shortlist
Cynopsis Best of the Best: Best Diversity Awareness Campaign – Winner
D&AD: Equality & Diversity – Finalist
Digiday Awards: Best Social Good Campaign – Shortlist
The Drum: Most Innovative Use of Content
The Drum: Best Integrated Cross-Channel Media
The Drum: Best Not-For-Profit Content Strategy
The Drum Social Purpose Awards: Best Rep. of Diversity & Inclusion in a Campaign
The Drum: Best Content Campaign
The Drum: Best Integrated Marketing Campaign
The Drum: Best Video Campaign
ECHO Awards: Best Integrated Campaign – Silver
ECHO Awards: Best Campaign for CSR/Social Good – Bronze
Effie Awards (Global): Positive Change, Social Good – Winner
Effie Awards (U.S.): Media Content Partnership – Gold
Epica Awards: Public Interest on Social – Shortlist
Fast Company Innovation By Design Awards: Social Good – Honorable Mention
Jay Chiat Awards: Global Strategy – Silver
Jay Chiat Awards: Nonprofit – Shortlist
New York Festival Advertising Awards: Collabs & Partnerships – Gold
New York Festival Advertising Awards: Social Good – Silver
New York Festival Advertising Awards: Social Brand – Silver
New York Festival Advertising Awards: Integrated Marketing – Silver
New York Festival Advertising Awards: Unique Partnership – Finalist
New York Festival Advertising Awards: Women – Finalist
New York Festival Advertising Awards: Environmental Good – Finalist
New York Festival Advertising Awards: Community Building – Finalist
New York Festival Advertising Awards: Civic Education – Finalist
New York Festival Advertising Awards: Audience Connection – Finalist
The One Show 2020: Creative Effectiveness – Shortlist
The One Show 2020: Integrated – Shortlist
The One Show 2020: Global Consumer Brand – Shortlist
Shorty Social Good Awards: Fashion, Beauty & Luxury – CategoryWinner
Shorty Social Good Awards: Social Movement – Gold
Shorty Social Good Awards: Integrated Campaign – Gold
Shorty Social Good Awards: Diversity & Inclusion – Gold
YouTube Top 6-Second Ads