LeanIn.Org, the women’s empowerment nonprofit founded by Facebook COO Sheryl Sandberg, and Getty Images have partnered to create the Lean In Collection – a library of images devoted to celebrating powerful images of women, girls and the communities who support them.
Pamela Grossman, is Director, Visual Trends at Getty Images and was instrumental in developing the partnership with LeanIn.Org
"We’re proud to partner with Sheryl and her nonprofit, LeanIn.Org, via the Getty Images Lean In Collection. It’s a jointly-curated library of exclusive Getty Images content that not only reflects the contemporary age we live in, but spurs us on to visualize an even better one. It’s a space where females are equally celebrated for their life choices and diversity whether they’re students, businesspeople, athletes, aides, mentors, makers, mothers, partners, or none of the above. Together, we’re aiming to highlight more positive, powerful images of women and girls in hopes that others will do the same in their campaigns and creative projects.
The optics on womanhood are changing for the better, one picture at a time. We’re building a new world that’s populated by females who are strong and dynamic, vital and valued.
See you there."
Image 143911346 / Peter Cade / Iconica
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. The collection will serve as a resource for marketers, advertisers and media for use in their campaigns and communications. It arrives in time for Women’s History Month and the one-year anniversary of the publication of Sandberg’s best-selling book Lean In.
The Lean In Collection features authentic portraiture of women and girls, fathers, men, families and communities across lifestyle and business. The images were hand curated by Getty Images’ global trend team and LeanIn.Org, led by Pamela Grossman, and LeanIn.Org contributing editor Jessica Bennett.
Image 160768277 / Anders Anderson / Flickr Select
Getty Images will donate a portion of the proceeds from the collection to create two new Getty Images photography grants for images showcasing female empowerment. Additional funding will go to LeanIn.Org to further their mission of supporting women to achieve their ambitions.
The two new grants will form part of the existing Getty Images Grant Program, currently celebrating its tenth year. A Getty Images Grant for Editorial Photography of $10,000 USD will be awarded to a documentary photographer to fund their coverage of a news story about women, girls and their communities. In addition, a Getty Images Creative Grant of $20,000 USD will be shared equally by a team composed of a photographer or videographer and a creative agency who collaborate with a nonprofit to develop a visual campaign focusing on issues related to the Lean In mission.
Image 141109742 / R. Nelson / Flickr Select
“Imagery is the universal language through which the world communicates” said Jonathan Klein, Co-Founder and CEO of Getty Images.
“Through our global platform, which supplies media, creative agencies and marketers in over 100 countries with the imagery they need to tell their stories, the Lean In collection has the power to lead the visual conversation and effect real change. That’s what makes this partnership so exciting.”
“You can’t be what you can’t see,” said Sheryl Sandberg, Facebook COO, author of Lean In and founder of LeanIn.Org. “In an age where media are all around us, it is critical that images provide examples that both women and men can emulate.”
Grant applications will be accepted from April 1, 2014 to May 15, 2014, 11:59 p.m. GMT (London time). For further information, visit: gettyimages.com/grants.
The Lean In Collection is now available to be licensed on gettyimages.com/leanin.
You can read more about the Female Rising visual trend on Curve by Getty Images
Grossman is Director, Visual Trends, Getty Images
As a head of the global Creative Research team, Grossman has unique insight into the meaning, application and impact of imagery – photographs, illustration and film – around the world today.
Using the information derived from researchers around the world and custom-designed forecasting methods, plus the wealth of data generated by GettyImages.com, Grossman is able to identify – and perhaps even helps to shape – the visual language of tomorrow. The current and future trends identified in turn supply advertising, marketing and publishing professionals with imagery that will resonate strongly with target audiences and sway purchase decisions.
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