A new campaign has been launched to try to eliminate sexist imagery in the media.
Getty Images, one of the world’s largest photography agencies is partnering with Lean In, a non-profit organisation supporting women’s careers, to create a new library of stock photography.
Instead of clichéd photos of women climbing ladders in business power suits, the new collection will portray women in a more positive light.
The Lean In Collection library is described as “devoted to the powerful depiction of women, girls and the people who support them”.
In the past, stock imagery has had a reputation for reinforcing stereotypes which lead to the creation of a popular Tumblr account Women Laughing Alone With Salad.
The 2,500 new photos will show women in a range of professions such as surgeons, soldiers and engineers as well as fathers in domestic roles.
The collection also includes a more diverse range of photos of women of different ages, ethnicities and body shapes.
The Lean In organisation is named after the best-selling memoir of Sheryl Sandberg, Facebook executive and advocate for women in leadership roles.
Ms Sandberg said in an interview with The New York Times: “When we see images of women and girls and men, they often fall into the stereotypes that we're trying to overcome, and you can't be what you can't see”.
It is the first time Getty has created a collection like this and it will share 10 per cent of the profits from photos sold with Lean In.
