The media is not known for showing diverse beauty standards, something that women are increasingly taking notice of. In fact, Dove found that 70% of women do not feel represented in the media, which is why the brand partnered with Getty Images and #Girlgaze to create #ShowUs, a global stock photo collection of over 5,000 women portrayed the way they wanted to be seen. In Canada, Dove went a step further, partnering with Rogers’ Chatelaine to promote body positivity during that dreaded time for many women: swimsuit season. The magazine, which reaches 2.9 million readers, produced five different covers featuring real women of various shapes modeling swimsuits and agreed to keep the entire book unretouched – a win for real representation of women.