On International Women's Day, Equal Lens is launching to give women photographers an equal shot. Run by a team of female advertising professionals and founded by adam&eveDDB's Jaki Jo, Equal Lens’ mission is to redress the gender imbalance in commercial photography.
Equal Lens is calling for agencies to include women and men in every photographers list. They are encouraging clients and agencies to request and produce inclusive lists. And to make these lists easier, Equal Lens is championing the work of women photographers on their website and beyond.
Jaki Jo, Equal Lens founder and integrated producer, adam&eveDDB, comments: “I love working with all photographers. But time and time again I’ve seen women miss out on big commercial commissions. After seeing the incredible work that Free the Bid does to promote the work of women directors, we decided to set up Equal Lens to make it easier for agents and agencies to find talented women photographers. Advertising should reflect the world we live in, and our goal is to help the industry represent the lens of women and men 50/50. Because, be it cars, fashion or food, there’s no brief that women can’t do.”
On International Women’s Day, the Equal Lens website will launch, which will showcase the work of 100 established and up-and-coming women photographers including Julia Fullerton-Batten, Metz+Racine, Jo Metson Scott and Charlie Campbell. To call attention to the cause, they are also launching the #equallens social media campaign, which will introduce our mission to the world.