As a way to celebrate International Women’s Day, Jaguar Land Rover and Getty Images have announced a partnership that aims to enhance the role of women in science and technology through imagery.
The partnership will promote the work women do in fields such as science, technology, engineering and maths, roles where the presence of females is growing bigger everyday.
Through the images, both Jaguar Land Rover and Getty Images aim to encourage women to start a STEM career, showing the actual workplace and working conditions of these jobs nowadays.
“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,” commented Jaguar Land Rover Global PR Communications Director Fiona Pargeter.
One of the main objectives of this joint venture, is creating a new data with images that showcase the current workplace, in order to replace the out-dated photos that are often found online.
Pargeter said: “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.”
Rebecca Swift, Director Creative Insight at Getty Images, added her praise to the partnership: “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.”