#SummerSOwhite Launches to Normalise Inclusive Imagery and Diversity of the UK

Today, #SummerSOwhite launches to raise awareness that diversity is not just for Christmas and Easter, it's part of everyday life and should be reflected in all marketing and advertising communication. #SummerSoWhite is the next evolution of the #SoWhiteProject that first launched with #ChristmasSoWhite in 2016. Click here to view the #SummerSoWhite hub.

The #SoWhiteProject continues to promote diversity at key moments when family and friends gather, capturing a more accurate representation of what real life looks like for them and ensuring the advertising and marketing world reflects the same.

Selma Nicholls, co-founder of #SoWhiteProject and CEO of Looks Like Me talent agency comments, "It is critical that we continue to represent society fairly, so when children type in 'family summer holiday' and look at the images online, they see children that look like them. Our aim is to continue to work closely with the marketing and advertising world that represents our children."

#SummerSOwhite is a collaboration between the creative and media industries organised through the Communications Diversity Taskforce. Businesses contributing to the Taskforce include the likes of media giant MediaCom, FCB Inferno, Valenstein & Fatt, Saatchi & Saatchi, AMV BBDO, Google, Ogilvy, Wieden + Kennedy, We Are Social, MARS, Y&R London, Mindshare, Carat, McCann London, BBH, Creature, Sunshine and Channel4.  

The collaboration also includes PRIMESIGHT, the leading out of home owners, and Getty.  Getty is the biggest online photography platform in the world. With #SoWhiteProject being able to have Getty at contributor status, this allows The So White Project to provide more diverse imagery for the long term.

Naren Patel CEO of PRIMESIGHT says: "Seeing our industry gradually waking up to the difference we need to make in the world, we're proud to be hosting #SummerSOwhite's message of diversity and inclusion on our billboards. Outdoor Advertising is the awareness building medium, reaching 98% of the UK population every week and we're pleased that our estate will help to start conversations nationwide on the portrayal of our diverse nation in the media."

Nathalie Gordon, creative founder, commented, "Diversity in imagery is something that can always be improved. We need to stop reinforcing stereotypes and show the world as it truly is rather than just a representation of the confirmation bias bubble we're all living in." Wren Graham followed, "We hope this campaign will inspire other businesses and agencies to use more diverse imagery. It's our responsibility to reflect society."

Models were provided by modelling agency Looks Like Me and the imagery was shot by renowned photographer, Helen Marsden. The families were styled by Fashion Stylist Yvadney Davis and SUNUVA provided all swimwear from their children's ranges. Michael Adeyeye is the videographer for the initiative.

The #SoWhiteProject was founded by marketing pundit Nadya Powell (The Great British Diversity Experiment, Innovation Social), Selma Nicholls (www.lookslikeme.co.uk, a leading talent and casting agency) and Wren Graham (Sunshine) and Nathalie Gordon (Above+Beyond). 

The #SOWhiteProject is supported by Karen Blackett OBE, Chairwoman of MediaCom, and Nishma Robb, Head of Marketing at Google UK, who have provided strategic support and advice through-out the project.