Ringier and Keystone-SDA launch the EqualPYXX Challenge
Reality is colorful and diverse. Unfortunately, however, the Swiss visual landscape is not. That is why the Ringier initiative Equalvoice and Keystone-SDA are launching a photo challenge aimed at breaking down gender stereotypes.
Women are severely underrepresented visually in Swiss imagery, according to a joint statement from Ringier and Keystone-SDA. According to a 2019 study, half of the ten best-selling stock photo categories contain less than 40 percent women. It also said people are confronted with stereotypes on a daily basis. For example, female kindergarten teachers are more likely to be visually represented than male kindergarten teachers, while a management position is mostly male.
You can't be what you can't see
This realization, he says, motivated EqualVoice and Womenbiz to Launch "EqualPYXX" photo challenge. In cooperation with Keystone-SDA, role images of people that entail traditionally anchored gender roles are to be opened up.
All photographers are called upon to take pictures that break down gender-specific stereotypes and counteract traditional gender roles. The pictures should show women and men authentically in an everyday situation - for more reality in the Swiss visual world.
Submission in three categories
The challenge started on Wednesday. Until September 22, interested people can submit their pictures in three categories. The picture taken should belong to one of the categories.
The "New Role Models" category is looking for images that show people in extraordinary, inspiring and authentic situations. People who courageously go ahead, take others by the hand and pave the way. The pictures should show new perspectives and encourage unconventional ways, so that others will have it easier one day.
In addition, the "Leadership" category is looking for images that show that a leader does not only have to be male, western, middle-aged and in a suit. New and refreshingly genuine visualizations of people with great responsibility, leadership qualities and drive are in demand.
Further typical clichés are to be counteracted with images that can be submitted in the third category "Break the Bias". The aim is to photograph people who are still considered unconventional in society by simply being who they are. Gender, origin, ethnicity, appearance, sexual orientation or religion should not play a role - and these pictures should make it clear that society's (un)conscious ideals have long been outdated.
An internal jury and a subsequent public online vote will select the best picture in each category. The three winners will then be announced and the selected images awarded prizes at an EqualVoice event.
