Agency: Le Bureau
TT Nyhetsbyrån is a news agency in Sweden with an archive of 45 million images. With the campaign "Förändra bilden” (Change the picture) we wanted to start a discussion about stereotypes and make the advertising industry to think about how images affect people and society.
A film was produced in which children talked about their preconceived ideas of different professions. The film was promoted on Facebook and led to a campaign site where scientists, creatives and photographers, etc., talked about how stereotypes appear, how they work and how we can think and act to challenge them.
I did the research and the interviews.