Ceros, Getty Images and GLAAD have announced they will continue to work together to promote LGBTQ+ representation in visual content and challenge harmful and cliched LGBTQ+ visual stereotypes.
According to insights from Getty Images’ Visual GPS research platform, only 21% of people globally see LGBTQ+ people represented on a regular basis. When they do, representation remains low and stereotypical. In addition, a study conducted by GLAAD and Procter & Gamble revealed advertisers want stronger representation, with 81% agreeing that an inauthentic representation of LGBTQ+ people would lead to a larger backlash than not practicing inclusion at all.
To overcome and challenge these stereotypes, the organisations created a unique interactive experience to promote increased diversity and representation of the LGBTQ+ community in Getty Images’ creative image and video offerings. Getty Images and GLAAD worked with Ceros to build an interactive portal and guidebook with the mission to inspire the media and advertising industries to be more inclusive in their visual choices through the use of imagery that is powerful, reflective, and authentic in its depictions of the entire LGBTQ+ spectrum.
GUIDANCE TO ENSURE FAIR REPRESENTATION
The new guidance is a direct response to the latest Getty Images Visual GPS 2021 Study that found countries that have greater representation of the LGBTQ+ community in their media and advertising also exhibit less discrimination and less bias. However, when LGBTQ+ people are included in advertising, it’s often narrow and stereotypical. Getty Images Visual GPS Study found only 20% stated seeing LGBTQ+ people represented regularly in visuals. When they are it’s harmful or stereotypical. For example, 29% depict LGBTQ+ individuals as carrying rainbow; 29% depict lesbian women as masculine; and 30% of Gay men are depicted as feminine.
While some gay men are more feminine and some lesbian women are more masculine, both of these representations, in addition to the use of rainbow flags and other depictions of LGBTQ people’s lives, are over-indexed and clichéd.
UNLOCKING CREATIVITY
“Ceros’ entire mission is to inspire and unlock creativity for all,” stated Ceros CEO Simon Berg. “That starts by making sure all are represented in the content that creators produce because representation matters, at all times and at every level. We’re thrilled to be a part of the Getty Images/GLAAD digital experience and provide these resources so that creators don’t have to choose between inaction and the wrong action.”
Cloud-based design platform Ceros sees this integration as essential in making sure content creators and marketers have easy access to a wide variety of positive, representative images which are available within the Ceros Studio. By partnering with Ceros, visual content creator Getty Images and GLAAD, the world’s largest LGBTQ+ media advocacy organisation, the inclusivity initiative will advance awareness of blind spots and gaps in representation, not just during Pride Month, but 12 months a year.
LGBTQ+ REPRESENTATION MATTERS
“Representation is just one vital component of the protection and progression of LGBTQ+ rights, and imagery is a powerful mechanism to centre and elevate real stories of the community in a human and authentic way,” said Tristen Norman, Head of Creative Insights for the Americas at Getty Images. “Through this partnership and other initiatives underway, we are committed to challenging stereotypes in media and advertising and guiding companies and brands through their own journey towards inclusivity.”
The Getty Images/GLAAD/Ceros partnership is a continuation of their previous collaboration, which aimed to increase visibility while also changing harmful, clichéd visual stereotypes of the LGBTQ+ community; through the launch of the LGBTQ+ Guidebook for Inclusive Visual Storytelling. Getty Images and Ceros also collaborated to create the Inclusive Visual Storytelling for Women Guide in partnership with SeeHer to help brands create more diverse images in their content.
“This partnership creates much-needed resources along with global content that depicts LGBTQ people as everyone should be; as dynamic, multi-dimensional, and authentic,” added Sarah Kate Ellis, President and CEO of GLAAD. “By focusing on images that showcase the everyday moments of LGBTQ people’s lives, we will show the world that LGBTQ people are visible and valuable members of society.”
Click here to download the guide.
Sign up for our newsletter
