Jump to Main ContentJump to Primary Navigation

Dove's powerful campaign takes aim at changing the tired stereotypes of women portrayed by the media

New non gender stereotype pictures on Shutterstock.JPG

With plenty of adverts that smack of outdated gender stereotypes causing wide-spread public outrage, it’s easy for subtler ads which perpetuate unachievable stereotypes of women to slip under the radar. 

But, in a refreshing PR move, Dove is going above and beyond in its responsibility to represent it female consumers in a way they can relate to with its new Image_Hack campaign.

In its inspiring campaign video in collaboration with Mindshare Denmark, the beauty brand reminds us: “When 68% of all women can’t identify themselves with the images they see in advertising, it’s time for change.

“By hacking the industry from the inside, we can hack women’s self image. This is called image_hack,” it explains.

Read more: These shocking 21st century adverts are a grim reminder that sexism is alive and well

Their way of “hacking” the industry, as they put it, was to offer new images to advertisers as an alternative to those which perpetuate tired stereotypes of women. A shocking screenshot shows the type of images you see when you search “beautiful woman”, throwing up photos of underwear-clad, airbrushed, overtly-sexualised women.

Shutterstock images of "beautiful women" before

Shutterstock images of "beautiful women" before the Image_Hack campaign

They did this by teaming up with award-winning photographers and posting a more diverse, stereotype-breaking set of photos to the photo site Shutterstock. By tagging them with words typically used to describe women in an objectifying way, they begun replaced the unidentifiable with the inspiring.

And pretty quickly photographers from all over the world joined in from all over the world, completely transforming its image offering.

Read more: This ‘penis seat’ is being used to highlight sexism on Mexico’s Metro

The next step was to get the pictures before the eyes of advertisers and, in turn, consumers, was to launched ads across Denmark preaching their message and presenting some of the most stunning photos from their archive.

Image_Hack's campaign to advertising agencies

Image_Hack's campaign for advertising agencies

It wasn’t long before advertisers started to catch on, using the images in their ads.

The video says that so far 1729 images are downloaded, with 42 brands supporting the mission and 40 million media impressions made on the pictures.

This is just the beginning of changing the media landscape and of undoing the negative thoughts perpetuated by pictures of women in advertising, but it’s definitely a groundbreaking step forward.

Images: Courtesy

Watch the Image_Hack campaign below.



Woman who made history by running 1967 Boston marathon competes again

china advert.jpg

The grossly sexist ads we can’t believe exist in the 21st century

abortion flake teenager speech.jpg

Watch 16-year-old expertly shut down a politician’s views on abortion


Bake Off viewers are genuinely furious over THAT ‘shock twist’ ending

“Is there no justice in this world?”

by Kayleigh Dray
20 Sep 2017

Students told to submit dresses for approval ahead of school dance

“These are the roots of rape culture, frankly”

by Amy Swales
19 Sep 2017

This is why hardly any men are taking shared parental leave in the UK

Women are still doing the lion’s share of childcare, while men go out to work

by Moya Crockett
19 Sep 2017

Woman finally approaches rush-hour crush, ends up marrying him

She waited a year for him to notice her – and then she took matters into her own hands

by Kayleigh Dray
19 Sep 2017

Dreaming of buying a French Bulldog? Read this first

The secret cost of that Instagram-perfect pup

by Amy Swales
19 Sep 2017

Cookie dough fans, your perfect store is coming to London

We HAVE to try the cookie dough clouds

by Megan Murray
19 Sep 2017

Hilarious Instagram account fulfills all our eavesdropping dreams

‘Overheard London’ documents the capital's weirdest conversations – ever

by Kayleigh Dray
19 Sep 2017

This guy has a creative way of helping his girlfriend’s depression

His post has stolen the hearts of the online community

by Susan Devaney
19 Sep 2017

Love Actually is getting a musical makeover for Christmas

It involves a live orchestra

by Amy Swales
19 Sep 2017

A Hillary Clinton-inspired Nasty Women exhibition has arrived

Because if the US election taught us anything, it’s that misogyny is still rife

by Susan Devaney
19 Sep 2017