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Dove Image Hack for #EqualWomen in Denmark

Mindshare Denmark and Dove have created “Image Hack” a interactive campaign aimed at the advertising industry, challenging the stereotypical imagery associated with “beautiful women”. Mindshare collaborated with advertising photographers to take photographs of strong, independent and original women in non-stereotypical situations. The images were uploaded to Shutterstock and tagged to change the page algorithm, so searches on the site provide a realistic picture of women in today’s society. Advertising agencies and advertisers were then invited to use these images to produce women in a non-stereotypical way. The images were uploaded onto Shutterstock around Jan. 18. The site, ImageHack.org, went live in February. And on March 8, International Women’s Day, a series of outdoor ads appeared outside major agencies in Denmark, encouraging them to use these new images with the hashtag #EqualWomen. Advertisers and agencies from all over Denmark scooped the photos up and used them in their own advertising — 42 brands in all, including Ford, Frisko, GFB Pension, Panorm and Any Mac.

 

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