The author of the Equality campaign apologizes for using images of models without a license

The author of the campaign of the Ministry of Equality that is committed to a summer "without stereotypes" or "aesthetic violence" and which has had a great international diffusion, has apologized for using images of several models without authorization and has promised to share the benefits of this work with them “in equal parts”.

Given the controversy generated through social networks by the use of the image of several models without their knowledge, sources from the Ministry of Equality have told EFE that they refer to the statements of the author, from the ArteMapache agency, since as contracting body this Department bears no responsibility.

"First of all I would like to publicly apologize to the models for having been inspired by their photographs for the 'Summer is also ours' campaign and for having used an unlicensed typeface (thinking it was free)", the author points out on her Twitter account.

I open thread👇🏼

First of all I would like to publicly apologize to the models for having been inspired by their photographs for the “Summer is ours too” campaign and for having used an unlicensed typeface (thinking it was free.)

– ArteMapache (@ArteMapacheArt) July 28, 2022

After the controversy, which the author recognizes as "justified", regarding the image rights of the illustration, she assures that she has considered that "the best way to alleviate the damage that may have arisen from my conduct is to distribute the benefits that derive from this work in equal parts”.

Edited images without consent

"My intention was never to abuse her image, but rather to convey in my illustration the inspiration that women like Nyome Nicholas, Raissa Galvão... Their work and image must be respected," says the author, who thanks both their work, “even in this case”.

And not only the models Nyome Nicholas and Raissa Galvão have shown their discomfort at the use of their photos without permission. So has a third, the British model sian lord, who, in addition to being included in the poster without her permission, had her left leg prosthesis removed. She herself has shared on her Instagram the before and after of her photo.

Through an open thread on the social network, the creator assures that she is contacting the protagonists of the poster and buying the typography license "to solve it as soon as possible".

They have removed a prosthesis and put hair in his armpit

– Íñigo Zulet (@inigozulet) July 29, 2022

The Women's Institute has clarified this Saturday that "at no time" were they aware that the women of the cartel in question "were real models." “We are resolving with the author and we are going to contact the models to resolve the issue. We apologize for the damage caused," the agency said on its official Twitter account.

In relation to the poster 'Summer is also ours', we want to clarify that at no time were we aware that they were real models. We are resolving this with the author and we are going to contact the models to resolve this issue. We apologize for the damage caused.

– Women's Institute (@InstMujeres) July 30, 2022

The poster cost 4,490 euros, not 84,500

The author and Equality have highlighted that the poster in question cost 4,490 euros, and not 84,500, as some users have denounced on Twitter accompanying a screenshot showing the file of a tender to the company The Tab Gang SL

You lie. The illustration made by Arte Mapache has cost 4,990 euros.
It is absolutely FALSE that it cost €84,000.

To accuse us of a crime, the minimum is to be well informed. You must rectify now.

– Toni Morillas (@antoniamorillas) July 28, 2022

The object of this contract, awarded on March 17 this year, is "the creative design and production of an awareness campaign against gender stereotypes based on female beauty canons, aimed at all audiences". Nevertheless, in statements to Maldita.esthe ministry of Irene Montero maintains that this screenshot "corresponds to the hiring by the Women's Institute of a creativity service for an institutional advertising campaign that will be launched in the fall and that is part of the Institutional Advertising Plan."

Equality adds that "this campaign, which contains all the elements of a conventional campaign (spot, spots, graphics, digital, cinema and outdoor), is the only one launched by the Institute and that involves media purchases", justifying the cost of 84,500 euros and that "the rest of the budget -can be verified in the PGE- It is for insertion in the media, which is regulated according to the centralized purchase framework agreement”.

Therefore, the campaign 'Summer is also ours', has not been endowed with 84,500 euros and the company The Tab Gang SL, "has nothing to do" with it or with the agency that has carried it out, according to underlined on Twitter.

Regarding the controversy generated by #SummerIsOur of @InstMujeres The Tab Gang wants to clarify that it has nothing to do with this campaign or with the agency that has done it. The campaign awarded by public tender to The Tab Gang (TV, graphics, radio) has not yet been launched

— The Tab Gang (@thetabgang) July 29, 2022

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