Getty Images and LeanIn.Org champion the powerful, positive visual representation of women with expansion of Lean In Collection
Lean In Collection on iStock makes authentic imagery of empowered women more accessible than ever, with images sourced from the crowd available to suit all budgets; Launch new competition encouraging everyone to contribute images to the collection
New York – 20 October, 2015: Getty Images, the world’s leader in visual communications, and LeanIn.Org, the women’s nonprofit founded by Facebook COO Sheryl Sandberg, today announced the expansion of the Getty Images Lean In Collection, now available on iStock by Getty Images, providing premium creative imagery to suit all budgets. An expert curation of images devoted to the powerful depiction of women, girls and the communities who support them, the Lean In Collection on iStock by Getty Images is crowd sourced from iStock’s global contributor community of over 130,000 photographers and is available exclusively at iStock at affordable price points, making these important images more accessible than ever. Additionally, Getty Images has today launched a global call to action, inviting everyone to submit images representing the Lean In mission and have the chance to become a contributor to the Lean In Collection on iStock.
This new collection is jointly curated by iStock’s visual trend experts and LeanIn.Org, led by Getty Images Director of Visual Trends Pamela Grossman and Contributing Editor at LeanIn.Org Jessica Bennett, with over 1,000 images from iStock’s exclusive Signature collection that demonstrate a modern, realistic view of gender: women as leaders; men as nurturers and collaborators; and girls as strong, smart, and ambitious. New and exclusive content will be added to the collection each month, with a portion of the proceeds from the licensing of these images going towards LeanIn.Org.
The expansion follows the success of the Getty Images Lean In Collection, which celebrated its one-year anniversary in February and received the prestigious International Center for Photography Trustee award. The collection, which has more than doubled in size to over 6,000 images, has seen images licensed in over 72 countries to date, including the US, UK, and many countries across Europe and Asia, including Qatar, Kuwait, China, and Russia.
“The launch of the Lean In Collection on iStock is a story of our time,” said Susan Smith Ellis, Chief Marketing Officer at Getty Images. “Women are increasingly taking leadership roles in enterprises large and small. Getty Images has chronicled this cultural shift.”
“Over the last three years, we have seen a dramatic spike in searches for the term ‘female business executive’; a 22x increase to be exact,” Susan Smith Ellis continued. “The demand for these images is both indicative and important, and we are excited today to announce our commitment to expand the footprint of the Lean In Collection and place these images in the hands of a broader cross-section of users.” “Images have the power to overturn gender clichés or perpetuate them,” says Rachel Thomas, President and Co-founder of LeanIn.Org. “The Lean In Collection is full of beautiful, authentic images of women as leaders and men as nurturers. Now with the Collection on iStock, more people will be able to use imagery that shows a world where both women and men can do and be anything.”
New images will continually be added from iStock’s global contributor community who are encouraged to create and submit photographs that support the Collection’s overarching mission. iStock’s industry-leading art directors will provide briefs and guidance to support photographers in the creation of new content. Information about how to become a contributor to the Lean In Collection on iStock can be found here.
In addition, Getty Images is giving everyone the chance to contribute to the Lean In Collection on iStock by Getty Images with the launch of a global call to action, running from today through 31 January, 2016 and open to everyone – from semi-professional and amateur photographers to people who simply love taking pictures. For further information and to enter, visit http://competitions.gettyimages.com. View the Lean In Collection on iStock by Getty Images today on iStock.com.
Notes to the editor:
iStock by Getty Images Signature Collection: A premium collection of, hand-curated creative images, illustrations and video clips, exclusive to iStock and Getty Images. The Signature Collection is the world’s largest source of exclusive stock content, with more than nine million assets only from iStock.
The Getty Images Lean In Collection: Launched in February 2014, the Lean In Collection has doubled in size to 6,000 images, with sales more than doubling in its first year. The images are being licensed in 65 countries, including China, Russia, Qatar, Brazil, and South Africa. More information can be found in the press releases here and here.
How to become an iStock by Getty Images contributor: Photographers interested in contributing to the Lean In Collection on iStock by Getty Images are encouraged to enter their submissions here. Content submitted for the Lean In Collection on iStock must be premium and exclusive content depicting women and girls in subject areas of leadership, sports, military, STEM, LGBT, differing abilities, and real bodies, as well as men and fathers in caretaking or supporting roles both at home and at work. Content should portray concepts that reject gender clichés and challenge stereotypes.
Supporting the LeanIn.Org mission: iStock by Getty Images is donating a portion of the proceeds from the licensing of the Lean In Collection on iStock to support LeanIn.Org’s mission to empower all women to achieve their ambitions. The portion of proceeds donated by iStock will not impact contributor royalties.
Recent data points from Getty Images about the visual representation of women and the men who support them:
- In June 2015, Lean In launched their #LeanInTogether campaign focused on men and their important role in reaching gender equality, and turned to Getty Images for help shaping another expanded definition of gender—this time, for men.
- There is a growing demand for imagery that illustrates the partnership of parenthood and illustrates a modernized view of gender equality.
- Eight years ago, visual representations of fatherhood were steeped in masculine clichés – fishing, bottles of beer or sport. Today, we are seeing this trend gradually changing.
- Sales of images key worded “modern dad” and “stay at home dad” on Getty Images are up 450% over the last three years.
- Searches for “dad changing diaper” are up seven times over the last three years.
- In support of Org and their #LeanInTogether campaign, Getty Images backed this momentum for change with a special curation of images that break down masculine stereotypes and show multidimensional dads as they are today – nurturing fathers, equal partners and supportive colleagues.
About Getty Images
Getty Images is the world’s leader in visual communication, with almost 200 million assets available through its premium content site www.gettyimages.com and its leading stock content site www.istock.com. With its advanced search and image recognition technology, Getty Images serves business customers in more than 100 countries and is the first place creative and media professionals turn to discover, purchase and manage images and other digital content. Its award-winning photographers and content creators help customers produce inspiring work which appears every day in the world’s most influential newspapers, magazines, advertising campaigns, films, television programs, books and online media. Visit Getty Images at www.gettyimages.com to learn more about how the company is advancing the unique role of digital media in communications and business, and enabling creative ideas to come to life. For company news and announcements, visit press.gettyimages.com, and for the stories, innovation and inspiration behind our content, visit Stories & Trends http://stories.gettyimages.com. Find us on Facebook at www.facebook.com/gettyimages , Twitter at https://twitter.com/GettyImages, or download Stream, our free consumer app, to view and share the world’s best imagery.
LeanIn.Org is the nonprofit organization founded by Facebook COO Sheryl Sandberg to empower all women to achieve their ambitions. LeanIn.Org offers inspiration and support through an online community, free expert lectures, and Lean In Circles, small peer groups who meet regularly to share and learn together. Since the organization’s launch in March 2013—following the release of the bestselling book, Lean In: Women, Work and the Will to Lead—the LeanIn.Org community has grown to over 600,000 women and men and more than 23,000 Lean In Circles in over 115 countries. LeanIn.Org is a private operating nonprofit organization under IRS section 501(c)(3).
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