#United States #New York #Getty Images #Land O'Lakes #rural representation

Land O'Lakes and Getty Images Launch 'Repicturing Rural' Initiative

In a groundbreaking collaboration between Land O'Lakes, Inc., a leading agribusiness and farmer-owned cooperative, and Getty Images, one of the world’s premier visual content creators, the new initiative, "Repicturing Rural," was unveiled. This strategic effort aims to empower marketers, publishers, and media outlets to effectively represent the multifaceted realities of rural America through visual storytelling.

The Need for Authentic Representation

Historically, images depicting rural America have been oversimplified or riddled with stereotypes, failing to capture the rich diversity and complexity of these communities. As data from Getty Images' VisualGPS indicates, demand for authentic visuals of rural life surged by 22% in 2024 alone. Despite this growing interest, two-thirds of Americans in rural areas feel that advertisers lack an understanding of their lived experiences.

Tristen Norman, Getty Images’ Head of Creative for the Americas, emphasizes the importance of rectifying these outdated representations in advertising and media, stating, "Through this initiative, we are empowering media outlets, brands, and ad agencies to utilize visuals that reflect the richness of rural life today."

The Repicturing Rural Playbook

The playbook, made available through the collaboration, serves as a comprehensive guide that offers both content and insights for authentic storytelling. It taps into various themes that are often neglected, such as the demographics, workplaces, education, healthcare, and the day-to-day lives of families in rural areas. By addressing these topics, Land O'Lakes and Getty Images aim to dismantle long-held stereotypes and foster a more nuanced portrayal of rural life.

Heather Malenshek, Senior Vice President and Chief Marketing Officer of Land O'Lakes, highlights the cooperative’s mission: "As one of the largest farmer-owned cooperatives in the U.S., our aim has always been to tell authentic rural stories. We are excited about this work with Getty Images to launch Repicturing Rural, which equips others to do the same."

Visual Library and Additional Resources

Accompanying the playbook is a dedicated library filled with new visuals designed to support brands and media in more accurately depicting rural communities. This library includes both imagery from Getty's existing collection and newly commissioned content aimed at bridging representation gaps identified by VisualGPS research.

As the Modern Rural Collective (MRC) seeks to inspire a fresh narrative about both urban and rural spaces, tools like the playbook and visual library are critical. These resources encourage the media and marketing industries to engage with rural communities in a genuine manner.

Conclusion

The Repicturing Rural initiative signifies a vital step toward forging stronger connections between urban and rural America, showcasing the importance of authenticity in representation. By highlighting the rich tapestries of rural life, Land O'Lakes and Getty Images aim to not only celebrate these communities but also reshape the narratives that define them.

For more information about the initiative or to access the playbook and visual resources, visit Getty Images’ Repicturing Rural page.