Ceros, an interactive SaaS design platform, announced an expanded partnership with Getty Images to promote the “Inclusive Visual Storytelling for Women” guide co-created by Getty Images and SeeHer, a division of Association of National Advertisers’ (ANA), a collective group of committed to creative advertising and content. The guide, which launched in May, was developed to educate marketers on how to use more inclusive imagery in their content. Ceros will join the two organizations to promote the guide through a series of creative, interactive landing pages.
A study conducted by ANA shows that, since the COVID-19 pandemic hit in mid-March, more than 90% of respondents have adjusted their creative marketing strategy and 89% plan to continue adjusting their strategy to be more empathetic to current and future events. This inclusive imagery showguide is a starting point for companies to do this successfully.
“Consumers are becoming increasingly savvy when it comes to sensing authenticity in advertising, and at the same time, their expectations of brands have never been greater,” said Paige McCrensky, VP of Marketing at Getty Images. “We understand that visuals can help create powerful change, and also that brands have an incredible opportunity when it comes to their visual storytelling efforts, in terms of building consumer trust and the kind of loyalty that will help their brand succeed for years to come. These guidelines can help convince and entice marketers to make more inclusive visual choices every chance they get.”
By partnering with Ceros, Getty Images sought to promote its newest inclusivity initiative with SeeHer through an immersive content experience which further increases awareness of the educational guide.
The “Inclusive Visual Storytelling for Women” guide includes seven factors for brands to consider as they strive to include more diverse images in their content: gender, race and ethnicity, sexual orientation, body type, ability, age, and religion. As part of this new initiative with SeeHer and Getty Images, Ceros will highlight each section through a series of interactive content experiences for digital marketers.
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“As a female in the design field for 15 years, I’ve clearly seen—and felt—the need for more accurate and diverse representation across the industry,” said Melissa Wygant, Head of Professional Services at Ceros. “It’s an honor to help spread the work and message of Getty Images and SeeHer, and to collaborate with such an incredible group of like-minded women.”
“We are delighted to take our collaboration with Getty Images to the next level via Ceros,” concluded Nadine Karp McHugh, president SeeHer – ANA. “Authentic, inclusive imagery is critical to our mission to increase accurate representation of women and girls in media. Supporting our tagline, ‘if you can see her, you can be her,’ this latest extension will certainly help marketers navigate in today’s complex world. “
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