Jaguar Land Rover, in a project designed to coincide with International Women's Day, has partnered with Getty Images to change how women working in the science, technology, engineering and math (STEM) fields are portrayed in various media. The project seeks to more accurately and authentically depict female engineers at work.
With more people searching for these type of images than ever before, the program managers hope to attract viewers through the photos and inspire more females to pursue STEM education and employment opportunities, and expand the number of them in STEM roles at their own firm.
Getty Images released a set of images today showing women performing variety of STEM type roles in jobs throughout the Jaguar Land Rover organization. The hope is that the images will depict a true representation of the modern workplace and encourage more women to apply for these types of jobs.
Says Rebecca Swift, Director of Creative Insight at Getty Images, “We are a passionate advocate for the realistic representation of women through imagery and are proud to be leading the visual industry in the creation and promotion of powerful, relevant imagery which celebrates diversity and authenticity in every area of life. Over the last year we have seen a dramatic spike in interest for imagery showing female engineers at work. Images have the power to make and break gender clichés so the demand for these images is both indicative and important.”
According to Getty, the number of people searching for “women + STEM” imagery has risen by 526 per cent in the past year alone.
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