Empowering Women

by BTM

Fri, 01 September 2017

Empowering Women

A global study by this renowned jewellery brand found 80 per cent of women are inspired by photography that celebrates life’s everyday triumphs.

Recent research has prompted a PANDORA initiative for women to share more candid imagery. The results, which were revealed ahead of World Photography Day on August 19, have inspired the direction of the brand’s Autumn 2017 campaign, entitled ‘Do See the Wonderful’.

The study, which interviewed more than 7,000 females across eight countries and three continents, recognises that six times as many are inspired by natural photographs of other women succeeding in everyday life than they are by static, posed ‘selfies’.

PANDORA concludes that women feel encouraged by seeing the day-to-day achievements of others, from spending time with children to training for a sporting event, and the brand wants to see these things celebrated truthfully in the content it shares online.

The results also show that almost half the respondents already capture photographs of everyday moments on their phone, demonstrating that many already identify the significance of the small things in life and are accustomed to documenting these activities in order to create memories for years to come. However, one in three believe that trying to capture the ‘perfect’ photo causes them to miss out on a full experience, and three out of four wish they had more time to cherish small everyday moments in their lives. This leads PANDORA to believe that it’s time for a fresh, spontaneous style of photography that represents the real you.

“The results highlight how, in today’s fast-paced, digital age, women often haven’t the time to reflect on and celebrate their daily accomplishments,” explains PANDORA’s senior vice president and chief marketing officer Minna Phillipson.

“At PANDORA, we want to inspire women to recognise the impact of the things they do – great or small – and will bring this message to life in a new stage of our ongoing ‘DO’ campaign, which champions being true to who you are.”

In reaction to this study, the company is calling on women to share natural images of themselves and their loved ones’ everyday triumphs to offer more authentic representations of their lifestyle and to inspire others to recognise the wonderful in their own everyday lives.

Images shared on Instagram with #DOSeeTheWonderful and tagging @theofficialpandora will be entered into an online competition, with winners selected for the most authentic and inspiring photography. The winning photos will be unveiled alongside a gallery of images taken by three renowned photographers commissioned by the company to capture wonderful and candid portraiture of women around the world.

The full PANDORA ‘Do See the Wonderful’ campaign was unveiled alongside the brand’s Autumn 2017 collection on August 31.

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