Victoria Probert
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Project #ShowUs

ClientDove
AgencyRazorfish
Tagline#ShowUs more women who look like me.
ChannelsPrintFilmDigitalSocialOOHLive events

Dove changed who the world gets to see.

With 70% of women still feeling misrepresented in media and advertising, Dove set out to change the picture.

Partnering with Getty Images and Girlgaze, Project #ShowUs created the world’s largest stock photo library dedicated to breaking beauty stereotypes: 7,000+ images across 40+ countries, captured by women and nonbinary photographers without digital distortion.

And 10% of every licensed image went directly back to its creator.

See the collection on Getty

PressFast CompanyBustleGlossyEssenceInc.DazedNYLONW MagazineCosmopolitan
Bus-shelter poster of Anna Sophia holding an orange skateboard behind her head: “#ShowUs queer, black & proud.”

The library

A woman with vitiligo smiling under a blue sky, arms raised behind her head, with the title “Project #ShowUs.”
A woman standing behind a vintage motorbike beside a rice field.
A woman in a pink sweater and bright earrings, hand at her chin, against a deep blue background.
A woman with albinism and curly blonde hair laughing with her eyes closed.
A woman laughing in front of a colorful woven textile.
A woman in a red bucket hat singing and playing electric guitar on a rooftop.
A silver-haired woman in a blue blazer looking over her shoulder against a dark teal wall.
A woman in a white headscarf looking into the distance, fabric billowing around her.
A woman with a shaved head in a sports bra standing on a red-dirt soccer field.
The collection on Getty Images
The collection on Getty Images

Out of home

Project #ShowUs billboards wrapping the Marriott Marquis in Times Square: “70% of women still don’t see themselves represented in media & advertising.”
Times Square, New York
The Nasdaq tower in Times Square at night showing a #ShowUs portrait: “all skin is beautiful.”
Times Square, New York
The Nasdaq tower at night showing a #ShowUs portrait of a woman in a green and yellow coat.
Times Square, New York
Project #ShowUs across the curved screens at Piccadilly Circus, London.
Piccadilly Circus, London
A row of #ShowUs portraits on a street-corner wall in SoHo, New York.
SoHo, New York
Three #ShowUs posters side by side on a gray wall in SoHo.
SoHo, New York
A long wall of #ShowUs posters beside a bike lane in SoHo.
SoHo, New York
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Spice World Reunion Tour

Project #ShowUs took over the screens at the Spice Girls World Tour with a film asking people to #ShowUs what they want, what they really really want.

A packed stadium facing the Spice World tour stage and its big screens.

Print

Print ad of Elle Rose seated on a blue bench: “#ShowUs beauty isn’t binary.”
Print ad of Avese, in gold hoop earrings and red braids: “#ShowUs more women who look like me.”
Print ad of Monisha laughing, wrapped in a rainbow flag: “#ShowUs proud of the skin we’re in.”
Print ad of Mehnaz in a hijab and lab coat: “#ShowUs changing the face of science.”
Print ad of Meryem, her face flecked with gold and color: “#ShowUs unique is beautiful.”
Print ad of Annton laughing in a doorway with a teacup: “#ShowUs exactly as you would anyone else.”
Print ad of Juliet lying back on white sheets: “#ShowUs we have nothing to hide.”
Print ad of Ruby running in a hijab: “#ShowUs more athletes who look like me.”
Print ad of Karol in a black swimsuit on a beach: “#ShowUs all bodies are beautiful.”
Print ad of Shanteka with long locs: “#ShowUs all hair is professional.”
Print ad of Elan in a black swimsuit by the water: “#ShowUs all bodies are beach bodies.”
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Editorial coverage

A #ShowUs ad in an open magazine, resting on a copy of Harper’s Bazaar.
The “unique is beautiful” ad in an open magazine on a copy of Harper’s Bazaar.
A #ShowUs editorial feature in an open magazine on a copy of Harper’s Bazaar.
Two #ShowUs portraits across a magazine spread on a copy of Cosmopolitan.
The “proud of the skin we’re in” ad in a magazine spread on a copy of Cosmopolitan.
The “strength in our scars” ad in a magazine spread on a copy of Cosmopolitan.
A #ShowUs swimsuit ad in a magazine spread on a copy of Cosmopolitan.
A #ShowUs ad in a magazine spread on a copy of Elle.
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The guidebook

The Project #ShowUs guidebook gave brands and agencies tools to better represent women and nonbinary people. The image bank was used by more than 2,500 companies and publications—including Apple, Airbnb, Adidas, and more.

The guidebook open to a portrait of a woman with vitiligo, opposite a page of text.
The guidebook open to its contents page, beside a photo of a woman in a yoga pose.
A guidebook spread titled “shattering beauty stereotypes around the world”: age, skin color, bodies, abilities, identity, femininity.
A guidebook photo spread: two women in red, in profile.
A guidebook spread listing Project #ShowUs by the numbers.
The guidebook open to a portrait of a scientist in a hijab and lab coat.
A guidebook spread titled “self-defined beauty,” with a woman in green reading in a library.
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The 3% Conference

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.

Copies of the #ShowUs guidebook placed on rows of conference chairs.
The #ShowUs launch exhibition: illuminated panels of portraits in a dark hall.

The results

900M
Global reach
33M+
YouTube views
100%
Positive social sentiment
100K
Image downloads
900+
Companies licensed #ShowUs images
17,000%
Lift in site traffic, launch week

Awards & recognition

Awards & recognition
  • 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