Getty Images Launches Initiative To Change Visual Representation Of Female Athletes In Media

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Getty Images Launches Initiative To Change Visual Representation Of Female Athletes In Media

After the Rio Olympics, countless articles and op-ed pieces criticized the media on their sexist coverage of the female athletes who participated in the games. Brands such as Always, have started campaigns and movements to bring awareness to the issue and demand a “cultural shift.” Getty Images and the Women’s Sport Trust launched a campaign to showcase images of famous and accomplished female athletes. The purpose of this campaign is to make these images free for schools and non-profit organizations to “promote a redefined visual representation of sportswomen in the commercial sphere and serve as a resource for marketers, advertisers and media for use in their campaigns and communications.”

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