Sheryl Sandberg's Lean In organization is taking aim at institutional sexism in an unlikely medium: stock photos.
Born out of the memoir of the same name by Facebook's chief operating officer, the non-profit has partnered with Getty Images to create a stock-photo library of 2,500 pictures that portray women in a positive light. Those will be available to Getty customers like corporations seeking an image for their website, creative directors at ad agencies and photo editors at media outlets. Lean In will get an undisclosed portion of the fees from the licensing of those images.
The notion behind the partnership is that a sizable share of results that come up in routine stock-photo queries for terms like "businesswoman" and "career woman" are "completely sexualized or just really cheesy," said Jessica Bennett, Lean In's contributing editor who works on editorial partnerships for the organization.
She pointed to photos of women in boxing gloves and women gleefully ascending ladders in their high heels, a trend that New York Magazine recently documented.