On 10 February, Getty Images announced that it would be going into a partnership with LeanIn.org, a women’s empowerment not-for-profit founded by Facebook chief operating officer Sheryl Sandberg, which aims to create an online library of imagery that depicts powerful images of women and girls.
Given that Getty released a series of insights on the changing depictions of women in media last December, this move brings the company in line with trends in the industry.
“With a shared commitment to shifting the visual representation of women in media, Getty Images’ visual trend experts have collaborated with LeanIn.Org to curate more than 2,500 images of women in contemporary work and life,” said a release from the stock image provider.
Although the Lean In collection is designed to empower women, the imagery isn’t only restricted to portraiture of women and girls. It also features images of fathers, men, families and communities, and shows how each of these groups also contribute to equality.
A portion of the profits made from the collection will be used to create two new photography grants: the first, a US$10,000 editorial photography grant, will be awarded to a documentary photographer to fund coverage of a news story about women, girls and their communities; and the second, a US$20,000 creative grant, will be given to a creative team that collaborates with a not-for-profit organisation to develop a campaign linked to the themes propagated by LeanIn.org.
“You can’t be what you can’t see,” said Sandberg in the release. “In an age where media is all around us, it is critical that images provide examples that both women and men can emulate.”