Sales up 66%, spanning 52 countries including Qatar, Russia and China
New York – 29 September, 2014: Today at AdWeek in New York City, Getty Images Co-Founder and CEO Jonathan Klein together with Sheryl Sandberg, Facebook COO and founder of the women’s empowerment nonprofit LeanIn.Org, hosted a discussion about how creatives can rethink marketing to women. The panel, moderated by Sandberg, also included Cosmopolitan Editor-In-Chief Joanna Coles and BBDO Worldwide President and CEO Andrew Robertson.
In February this year, Getty Images, the world’s leading creator and distributor of imagery announced a partnership with LeanIn.Org, the women’s empowerment nonprofit founded by Facebook COO Sheryl Sandberg, to create the Lean In Collection – a library of images devoted to celebrating powerful images of women, girls and the communities who support them.
The collection launched with 2,500 images and a shared commitment to shifting the visual representation of women in media, and, since then, the collection has grown by 40 percent, with new images being added every month.
The images are hand-curated by Getty Images’ global trend experts and LeanIn.Org, led by Getty Images Director of Visual Trends Pam Grossman and LeanIn.Org Contributing Editor Jessica Bennett.
Sales of the original 2,500 images in the Lean In collection are up a phenomenal 66% year on year.
What’s even more moving is the fact that, since launch, these images have been licensed thousands of times in 52 countries, all over the world. Usage is growing in the US, UK and Canada, and growth is also being seen in a diverse range of countries including Russia, Mexico, Singapore and China. In the past few months, countries such as Romania, Slovenia and Qatar have licensed these images for the first time.
Pictures inspire change. Brands know this. In fact, among companies using the images – two of the biggest sectors are financial and tech organizations, industries which are actively trying to attract more women.
Getty Images is launching a global photo competition on Oct. 1. The RePicture competition invites anyone with a camera to submit photos that rethink familiar concepts such as women, age or family. Lean In collection curators Pam Grossman, Director of Visual Trends at Getty Images, and Jess Bennett, LeanIn.Org Contributing Editor, are part of the international panel of judges. Prizes are supplied by Canon, and, by entering, you can opt to have your work considered for Getty Images and the Lean In collection. This is a great way to surface empowering content from people around the world – not only from Getty Images’ 200,000 contributors but crowd-sourced content as well. Find out more here.
Pictures have power. That’s why, as part of the partnership with Lean In, Getty Images established two photography grants for images showcasing female empowerment. Getty Images proudly announced the recipients of the Getty Images Creative Grant of $20,000 and the Getty Images Grant for Editorial Photography of $10,000 earlier this month.