Getty Images inks deal with Sheryl Sandberg’s Lean In to portray women positively in stock photography

Images from the Lean in Collection with Getty Images.

Images from the Lean in Collection with Getty Images.

Facebook chief operating officer Sheryl Sandberg’s Lean In foundation has struck a new partnership with Seattle-based Getty Images, one which is designed to portray women in a more uplifting and positive light in stock photography. The collection of 2,500 images presents “female leadership in contemporary work and life” — showcasing women of all ages in a variety of pursuits, from kayaking and running to practicing medicine and operating businesses.

Sheryl Sandberg. Photo via Wikipedia

Sheryl Sandberg. Photo via Wikipedia

You can view the collection here.

The collection will be available to ad agencies and corporate partners, with a portion of the proceeds from the licensing of images going back to the Lean In foundation.

“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,” Sandberg told The New York Times in an interview.

Sandberg’s memoir — Lean In: Women, Work, and the Will to Lead — sparked a movement of women empowerment after its release last year.

The Lean In collection represents a small sliver of Getty’s 150 million images. But Getty tells The Times that there is a desire for this type of imagery, since the most popular searched terms on the site are “women,” “business” and “family.”

“Imagery is the universal language through which the world communicates” Jonathan Klein, Co-Founder and CEO of Getty Images, said in a release. “Through our global platform, which supplies media, creative agencies and marketers in over 100 countries with the imagery they need to tell their stories, the Lean In collection has the power to lead the visual conversation and effect real change. That’s what makes this partnership so exciting.”

  • Kish

    Thanks for this story John. I’m guessing the majority of readers won’t understand why efforts like this merit making it into the news, but that’s kind of the point, right? :) As a professional marketing executive who happens to be female, I wholly support helping to subtly shift the message about women’s roles merely by offering more nontraditional images from real life. We’ve got women working as NFL reporters and as front line combat soldiers, now we can show the range in between, too. Terrific.