AGENCY
Razorfish
TAGLINE
#ShowUs more women who look like me
CAMPAIGN
Print / Digital / Social
Ten years after Dove’s “Real Beauty” campaign, 70% of women still didn’t see themselves reflected in media. So we partnered with Getty Images and GirlGaze to change that. Dove’s Project #ShowUs became the world’s largest stock photo library created to shatter beauty stereotypes. With over 7,000 images from 40+ countries—captured by female and non-binary photographers, without digital distortion—it’s authentic representation on a global scale. And with 10% of every license supporting the creators, #ShowUs is more than a collection. It’s a movement.
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
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.
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 – Category Winner
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