American stock photo agency Getty Images and leading women’s sports charity Women’s Sports Trust have teamed up to increase the visibility of women in sport and educate people while breaking down limiting gender stereotypes.
This new partnership aims to increase the visibility of female athletes and women’s sports, whilst also challenging the way in which female athletes are portrayed in imagery. The partnership launches today with a powerful ‘Best of Women’s Sports’ editorial curation featuring the world’s top sportswomen in action.
The creative collection of images is focused on the realistic and aspirational representation of sportswomen and girls and depicts the diversity of female athletes and the sports they participate in. These images will be made available free of charge to schools, universities and not-for profit organisations to promote the powerful depiction of women and girls in sports to the broadest audience possible.
The Women’s Sport Trust and Getty Images have set these guidelines which they hope will become an industry standard;
SPORT APPEAL NOT SEX APPEAL
Focus on the skill, strength, speed, passion and drama of the sport instead of how the athletes look.
MIX IT UP
Capture a diverse mix of athletes participating in a wide range of sports.
KEEP IT REAL
Authentic, credible imagery that represents the athlete as she’d want to be seen.
PLAY YOUR PART
Everyone involved in the production, reporting and consumption of sporting imagery to take responsibility for the changes they can make.
MORE IS MORE
Increase the number of images taken and seen.
Be creative and push the boundaries, seek out new talent and new audiences.
Getty Images’ partnership with Women’s Sport Trust follows a collaboration with Sheryl Sandberg’s nonprofit organisation, LeanIn.Org on the Getty Images Lean In collection – a curation of imagery dedicated to the powerful depiction of women, girls and the people who support them.
For any schools, universities or not-for profit organisations wishing to access imagery from the Getty Images ‘Best of Women’s Sports’ curation please click here to register.