Who’s really to blame for how women are portrayed in the media and in real life?

According to Dove, it’s no longer enough for brands to ignore the influence they have on how the world looks, instead it’s about time to do something about it.

Mindshare in Denmark set out to help Dove change the system from within by legally hacking Shutterstock and changing the global gallery of women. Before the hack, all pictures tagged “beautiful” or “real” woman, showed airbrushed and photoshopped women looking exactly like the stereotypes. So Mindshare teamed up with some of the best photographers in the industry and shot pictures of “strong, independent and original women in non-stereotypical settings”, real women doing what they love regardless of how it looks to the outside world. These images were uploaded to Shutterstock and tagged to empower women and show the world what real women looks like.


It wasn’t long before brands got the message and started using the pictures for ads, supporting the message of equality and female empowerment. 42 brands joined the mission and Dove succeeded in completely changing the media landscape.

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