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In 2019 Dove partnered with Getty Images, Girlgaze, women & non-binary individuals everywhere to create Project ShowUs, a collection of 10,000+ images that offer a more inclusive vision of beauty for all media & advertisers to use. Now, Dove has taken further action in South Africa and is making history with It’s on Us.

70% of women do not feel represented in media and advertising, and every day, women’s lives are affected by these limitations, exclusions, and stereotypes.

To challenge this issue, Dove has infiltrated international casting calls with real beauty models and a message to encourage inclusion in their latest campaign; It’s on Us. Dove pledges that if a brand chooses one of their models, they will pay to cover the appearance fee’s cost.