Countering the traditional princesses that it has brought to life, Disney is taking another direction for its female role models.
A photography campaign called #DreamBigPrincess celebrates girls and women who may not be royalty but are just as inspiring as their fictional counterparts.
For real-world impact, Disney will donate $1 for every public photo tagged with #DreamBigPrincess on Facebook, Instagram and Twitter to non-profit Girl Up, which works with the United Nations foundation.
Photos must be posted between August 15 to October 11, 2017, and the company is willing to donate up to $1 million.
Watch the campaign video here:
Disney also tapped photographers from around the world to snap photos of women making a positive impact.
These include Afghan Zakia who teaches girls in her village to ride bikes to go to school, and Chinese athlete Rong Jing who suffered from polio and went on to win a gold medal in the 2012 paralympics.
“Princesses can look perfect and be perfect and have their hair done, but then the next moment they can be having a mud fight,” photographer Kate T. Parker told Glamour.
One of her subjects was Grace Bunke, a paralympian who recovered from bone cancer at 11.
“And that’s perfectly fine,” added Parker. “We have these contradictions within ourselves, and I think that’s OK. You can be a tomboy and still care about what you look like.” JB