Jaguar Land Rover and Getty Images Create a More Realistic Portrayal of Women in Engineering
Jaguar Land Rover and Getty Images partner on International Women’s Day to create perception changing imagery of women in science, technology, engineering and maths (STEM) careers
Whitley, Coventry UK 8 March 2017: Jaguar Land Rover and Getty Images have announced a partnership on International Women’s Day to highlight the need for a more realistic visual representation of female engineers.
More people than ever are searching images of women in science, technology, engineering and maths (STEM) careers, yet results are often out-dated and don’t reflect today’s exciting and varied roles. This partnership aims to change that.
Pictures released today by Jaguar Land Rover, the UK’s largest car manufacturer, and Getty Images, a world leader in visual communication, show women in a variety of STEM roles from aerodynamics to cyber and audio engineering. They are intended to encourage more women to apply for these jobs by accurately portraying the modern workplace.
New data released today by Getty Images shows that web traffic for imagery showing women in engineering careers is significantly increasing. The number of people searching “women + STEM” imagery has risen by 526 per cent in the past year alone.
Fiona Pargeter, Jaguar Land Rover Global PR Communications Director, said: “We have always championed women in the car business and are committed to inspiring more girls and women to consider careers in engineering and manufacturing. Our female workforce has grown from nine to 11 per cent over the past four years due to our focused STEM initiatives. But this is still far too low – businesses being proactive about using realistic imagery is one of the many ways that we can attract the bright minds we need into STEM careers.”
The Jaguar Land Rover and Getty Images collaboration sees a set of images available today for editorial use, as the partners work towards building a body of imagery, which authentically depicts female engineers at work.
Rebecca Swift, Director Creative Insight at Getty Images, said: “We are a passionate advocate for the realistic representation of women through imagery and are proud to be leading the visual industry in the creation and promotion of powerful, relevant imagery which celebrates diversity and authenticity in every area of life.”
Jaguar Land Rover has called for other leading manufacturers to follow suit by reassessing and updating their visual portrayal of women in STEM careers, in a bid to increase the number of women applying for STEM jobs.
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