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April 2, 2019
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IF YOU CAN SEE IT, YOU CAN BE IT.

This week Getty Images, in partnership with Dove and multimedia company Girlgaze, announced Project #ShowUs—a wide collection of over 5K photographs of 179 women from 39 countries with the goal of shattering stereotypes and expanding how women are portrayed in the media. We love this project not only because representation is powerful and young people are responding in kind for diversity in advertising (and holding them accountable for lack thereof), but also for placing the project in the hands of the women it sought to empower. The images were created by a diverse global community of 116 photographers who identify as female or non-binary, and their work will be directly supported by every image licensed through Getty. Also cool: each person photographed as a part of the campaign was able to specify what they wanted their search terms to be, giving them the power to define themselves on their own terms.
 
In other news of shattering stereotypes in the public view, Vice Media’s feminist channel, Broadly, launched the Gender Spectrum Collection—a collection of 180 stock photos of trans and non-binary models living their lives. Considering that one-third of young people know someone who uses non-binary pronouns, and the finding that searches for “gender-fluid” photos on Getty Images tripled between June 2017 to June 2018, there is very little out there that reflects this community in an authentic way. Broadly’s images go beyond gender identity to show real people doing real things like going to school, working, or hanging with their friends.
 
Bottom line? Diversity in the images that represent your brand matters. Young people want to see themselves, their friends, and their experiences reflected in the media and advertising they encounter. Take a page from Sephora, who recently announced 24 influencers for the #SephoraSquad program. The group selected is extremely diverse and intentionally so—CMO Deborah Yeh shared, “This was our opportunity to find influencers that our customers would be able to identify with.” There’s also Aerie, leading the way with #AerieREAL Role Model program, announced in February. Out with the old standards of beauty, in with the inclusive!

ICYMI

  
Our favorite read from the weekend: Gen Z in their own words.

  Burger King goes plant-based, announcing a meatless Whopper in partnership with Impossible Foods.

  Why more and more brands are getting into Twitch.

  Tiktok is taking its spot in the workplace.

  Do you think merit should matter more than money when it comes to getting into college? We do, too.
 
Today's Quick Hit
 The YouTube king passed on his crown.
DoSomething Strategic (formerly TMI Strategy) is the data-driven consultancy arm of DoSomething.org. We help brands and organizations engage young people for positive social change.

Want to learn more about how we help clients activate young people?
Reply to this email to meet Meredith, our Managing Director.
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