Collaboration between businesses and Instagram users has increasingly become the go-to model for companies seeking to expand their brand’s reach. Scores of photo series exist across Instagram, linked through various hashtags, with most never getting the exposure of work featured through traditional media. The latest announcement by Getty Images is helping to change that by formally acknowledging the power that Instagram users wield in shaping visual narratives.

Today, Getty Images launched its newest collaboration with Instagram. It will provide three photographers with grants to support using “Instagram to document stories from underrepresented communities around the world.”

Getty and Instagram are two of the leading platforms for visual communication.

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“Photographers in all corners of the world use the Instagram platform to share unique and authentic stories that otherwise rarely come into focus,” said Getty Images Senior Director of Content Partnerships Elodie Mailliet Storm. “Getty Images is guided by our belief in the power of pictures to move the world and we are excited to collaborate with Instagram on this grant to support and amplify new and important voices.”

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The award seeks to give a new opportunity to photographers with fewer avenues for showcasing their work in the mainstream media. “We are inspired every day by the work being shared on Instagram by both established and aspiring photographers,” Amanda Kelso, director of community at Instagram, stated. “Photographers everywhere are experimenting, stretching their creativity and offering diverse perspectives. This grant captures the global enthusiasm from photographers to continue to push their craft to new levels.”

The winners will be selected from an existing body of work already represented on the user’s Instagram account. Applications are being accepted from now until June 4, with winners announced in September 2015. Individuals can use the hashtag #GettyImagesInstagramGrant to encourage photographers to join or apply for the grant.

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The team of judges include the director of photography for TIME, Kira Pollack, National Geographic Photography Fellow David Guttenfelder, and documentary photographers Malin Fezehai, Maggie Steber, and Ramin Talaie, co-creator of @EverydayIran.

The prize includes a $10,000 grant for each of the three winners, along with a mentorship with a Getty Images photographer.  Winners will also be invited to the Photoville photography festival in New York City in September 2015, where Getty Images and Instagram will exhibit the grantees’ imagery.

Entrants can apply via Getty Images

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