To help agencies and advertisers change their ways, we needed to offer them the tools to do so, so we looked at stock-sites, where most agencies purchase the images they use and what we saw was not a realistic image of today’s society, so we started by changing that. We teamed up with leading photographers and created non-stereotypical images of women, which we then uploaded to the stock-sites, so when people searched for ‘Beautiful women’ they would get pictures of women from their best sides.

We hacked shutterstock at first with over 1.000 of pictures, that later turned into more than 10.000 pictures, when photographers from all over the world participated. Then we ran ads and outdoor and at the same time hit the agencies on Social Media and through earned media. After the first wave we turned the campaign around to reach consumers, by using some of the women from the B2B campaign and featured them in advertorials, POS and on social media.

• 97 photographers joined the cause and uploaded their pictures to Shutterstock

• +10.000 pictures uploaded to the site

• 1.729 pictures were downloaded from the site

• 40.000.000 media Impressions, without almost any media spend

• 42 different brands supported the message, by either purchasing images or creating their own