GIPHY Studios has developed a set of values to which we are asking all our collaborators to acknowledge. With this in place, we can foster safe, respectful spaces where we can all create, grow, and succeed.
GIPHY is a Safe Space for Learning: We must acknowledge that our goal of diversifying our content and providing authentic representation for our users is not static and our work will never be “finished.” We are not striving for perfection, but ever-increasing progress. We want to apply this sentiment to ourselves and to one another, as collaborators. Mistakes are natural and inherent, so humility and patience will be required from us all. Errors will be made, but we are committed to listening and learning from errors as individuals and as a team. We strive to foster a safe space for everyone as we bring awareness to our own biases and learn and unlearn together.
Development + Creative
We are a reflection of the internet and its users; and we would like to represent that as much as possible through our content. This includes art direction and creative representation of people, events, and professions in live-action shoots as well as for illustration/animation, stop motion, puppetry, etc.
We strive to be a leader in how a media company represents its audience by prioritizing authenticity along with diversity and inclusivity. If an element of a production’s creative speaks to a specific community and/or lived experience, it’s important for members of that community/lived experience to collaborate directly on the creative or to be consulted (and paid for their services, if external). Additionally, when developing creative, creators/creative teams should consider marginalized groups and ask (1) Where might bias be present? (2) Is there an opportunity for increased representation?
Production
GIPHY Studios often hires external parties to create original content for GIPHY. This includes both talent and crew for live-action shoots as well as other artists/creative professionals for illustration/animation, stop motion, puppetry, etc. We prioritize authenticity in representation along with diversity and inclusivity, and look to provide opportunities for talent and freelancers from groups who are historically marginalized while continually seeking out new people to create with us. We strive to be a leader in how a media company represents its audiences and runs its sets, and are committed to creating an equitable, safe working environment for everyone and reducing bias in our work. We have a zero tolerance policy for discrimination, and take the following into consideration:
Content Considerations
The following considerations were developed to help build successful GIPHY collaborations and campaigns. These creative considerations are not intended to alter the distinct brand voice of any collaborator. They are meant to share the guiding principles of inclusivity that make GIPHY everyone's favorite corner of the internet.
INDIVIDUALS OF VARYING GENDER
Development + Creative
• Are we unintentionally gendering creative subjects? (e.g. using only male representation for sports content and female for self-care content)
• Are we only representing the male/female binary in our creative? Are there opportunities to represent bodies with more gender-identity fluidity outside of explicitly queer-related creative?
Production
• Historically, marginalized people are underrepresented in media, and many production roles are male-dominated. Women, transgender, and gender non-conforming individuals need fair representation and equal consideration in both casting as well as in freelance production roles.
INDIVIDUALS OF VARYING ETHNICITIES
Development + Creative
• Are we biased towards particular ethnicities in our creative? For example, are we often producing live-action or animated creative with one particular skin tone in mind? Are we appropriating AAVE in text or Clips titles with faces outside the Black community?
• Is the creative subscribing to stereotypical or overly generalized depictions of a particular ethnicity (e.g. maracas and a piñata for “Latinx” creative)? Could this be an opportunity for intersectional representation (e.g. Afro-Latinidad)?
Production
• We want our talent and freelancers to represent the ethnically diverse world we live in. For casting, this means, representing various ethnicities in a single shoot whenever possible and avoiding the token BIPOC talent among an otherwise all-white cast. For freelancers, diversity in our crews should be a priority.
INDIVIDUALS OF VARYING SEXUAL ORIENTATION
Development + Creative
• Are we defaulting to heterosexual representation in our creative? (e.g. creative around “weddings” or “families” depicting heterosexual-presenting couples).
• Are there opportunities to represent the LGBTQIA+ community outside of explicitly queer-related creative?
Production
• While sexual orientation doesn’t necessarily have visual distinctions, LGBTQ+ talent is severely underrepresented in the media. We strive for authentic representation particularly with creative involving queer roles, (e.g. hiring trans talent for trans roles/creative). We strive to include the LGBTQ+ community in our crews. While sexual orientation may never be disclosed by freelancers, our physical sets and digital environments will be safe spaces with a strict zero-tolerance for discrimination.
INDIVIDUALS OF VARYING PHYSICAL CHARACTERISTICS AND BODY TYPES
Development + Creative
• Are we biased towards particular body shapes/sizes in our creative or reinforcing harmful/unrealistic body/beauty standards? (e.g. very slim women, muscular men, lightened/darkened skin tones)
• Are there opportunities to challenge stigmas or simply normalize marginalized bodies in our creative? (e.g. featuring marginalized bodies in positive creative that has nothing to do with physical size or appearance).
Production
• We prioritize body-inclusivity in our shoots and on our sets. In casting, this should be especially considered in shoots related to beauty or body positivity. Additionally, plus-sized talent should be considered for all shoots, not just for content/roles specific to larger bodies.
INDIVIDUALS OF VARYING AGES
Development + Creative
• Are we defaulting to creative featuring Millennials and Gen Z’ers? Are we representing older demographics in a positive or critical way (e.g. unattractive, out-of-touch, “boomer”)?
• Is the creative challenging the expectations of older generations (i.e. “professional” content featuring older folks, etc)?
Production
• Ageism affects individuals differently depending on the job sector and their sex/gender. With freelancers, be sure to expand hiring searches to those who are ages 50+. While GIPHY’s demographic is younger, it is important to expand the casting age range to include talent 40+. Also consider our portrayals of mature talent. Are we only utilizing this demographic in negative or stereotypical ways (e.g. unattractive, out-of-touch, “boomer”)?
DEAF AND DISABLED PEOPLE
Development + Creative
• Is the creative ableist or "inspiration porn” i.e. portrayal of people with disabilities as inspirational solely or in part on the basis of their disability?
• Are we only representing Deaf and Disabled people in explicitly disability-related creative? Are we exercising incidental casting?
• Are we recognizing our duty to represent people with visible and invisible impairments?
Production
• Deaf and Disabled people who may have physical, sensory or communication impairments, including many that are not visible, are often underrepresented in the media and limited to stereotypical representation. Deaf and Disabled people should be considered without question for freelancing/casting if able to fulfill requirements of the role. We strive for authentic representation, particularly with creative involving disabled roles (e.g. Deaf or hard-of-hearing talent for Deaf or hard-of-hearing roles).
INDIVIDUALS OF VARYING WALKS OF FAITH OR NO FAITH
Development + Creative
• Are our depictions of weddings, holidays, birthdays, etc. dominated by a single country, culture, and/or religious tradition? Are religious symbols or iconography being appropriated outside of their culture?
• Are there opportunities to represent people from historically marginalized or stereotyped faiths (e.g. Islam, Hinduism, Judaism) outside of explicitly faith-related creative?
Production
• While faith may or may not have visual distinctions, we strive for authentic representation particularly with creative specific to marginalized religions (e.g. hiring Muslim talent for Muslim roles/creative). While religion may never be disclosed by freelancers, our physical sets and digital environments will be safe spaces with a strict zero-tolerance for discrimination.
INDIVIDUALS OF VARYING NATIONALITIES
Development + Creative
• Are our depictions of weddings, holidays, birthdays, etc. dominated by a single country’s traditions? Are representations of culture (clothing, food, language) being appropriated?
• Are there opportunities to represent people outside of the United States or a typically dominant country associated w/ a topic? Are there opportunities to represent people from other nations outside of creative specific to their country?
Production
• While our content skews towards US Audiences, we welcome people of all nationalities to join us in front of and behind the camera. Individuals of various nationalities should be considered without question for freelancing/casting if legally possible (e.g. not precluded talent with non-American accent for speaking roles). While nationalities may never be disclosed by freelancers, our physical sets and digital environments will be safe spaces with a strict zero-tolerance for discrimination.
INDIVIDUALS OF VARYING CASTES
Development + Creative
• This may not be as prominent in the United States as it is in India; however, we should be mindful of and sensitive to issues around caste affiliation and representation in media. Is the creative representative of all castes or only dominant upper castes?
• Is there an opportunity to provide representation for underrepresented castes (e.g. Dalit)?
Production
• While GIPHY is based in the United States, we acknowledge that casteist bias and discrimination can still exist outside of India in U.S. companies and has been called out specifically as an issue within tech companies. While caste may never be disclosed by freelancers or talent, our physical sets and digital environments will be safe spaces with a strict zero-tolerance for discrimination, and no one should ever be asked caste locator questions in the hiring process (i.e. about where someone is from, what religion they practice, and whom they have married).
INDIVIDUALS OF VARYING CLASSES
Development + Creative
• Are our depictions of education, occupation, income, wealth etc. representing a single class? Are depictions of upper class framed positively and lower class negatively?
• Are there opportunities to represent various classes in our content? (e.g. depicting a janitorial staff member as “professional” vs. someone in a suit and tie.)
Production
• While class may never be disclosed by freelancers or talent, our physical sets and digital environments will be safe spaces with a strict zero-tolerance for discrimination.