VCCP Sydney, for International Women’s Day 2022 #BreakTheBias, is shining a spotlight on outdated gender representation in the media.
The social campaign, The Most Ridiculous Thing on Shutterstock, looks at the bizarre image results on the international stock library when searching using professional job titles.
The campaign was teased with a series of posts depicting the most random images from the bowels of Shutterstock, posing the question, “Is this the most ridiculous thing on Shutterstock?”
Kim Feitelberg, Chief Strategy Officer at VCCP: “Thinking about the theme of this year’s International Women’s Day, we were reminded of the responsibility we in the media have to propagate real, or perhaps even ideal, gender roles - we have a
meaningful role to play in influencing culture.
"It did surprise me to see the gender bias in such a basic tenant of our work such as image libraries.”
Scott Huebscher, Executive Creative Director: “What we see around us, in search results or otherwise creates our truth. By calling attention to the gender bias happening on something as simple as an image library search – drives home the fact that gender bias is all around us, whether we realise it or not.”
When searching "CEO" on Shutterstock, 80% of the results show women.
And "engineer" is 76% women. "Lawyer" is also three-quarters men and "professor" 77% men.
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