We'll know that the job is done when every CMO and every agency CEO associated with the ANA never produces an ad that diminishes the role of girls or women in our society.
55% of adults believe that women are portrayed negatively in the media – “There’s a real problem, and I care a lot.”
“40% of women say they do not identify at all with the women they see in advertising. ”
“A+E is proud and honored to have been a part of awarding the first-ever #SeeHer award to Viola Davis at the 22nd Critics’ Choice Awards. The standing ovation for Viola Davis spoke volumes about the call for change that #SeeHer has made their mission.”
“We need to be conscious of our unconscious biases. And ensure the visibility of women and girls in media and advertising is authentic and inspiring. Because we believe if you can see her, you can be her.”
“Body image concerns start early; even preschoolers learn that society judges people by how they look.”
“You treasure what you can measure. The GEM score will become the industry standard for equality with metrics to measure what matters and create accountability for change!”
Women make 85% of all consumer purchases.
“Raising awareness of #SeeHer through our initiative with MTV’s ‘A Woman Did That’ during Women’s History Month is a pivotal step for us.”
“Female TV characters are far more likely than male characters to be depicted as wearing sexy attire. Females, when they are onscreen, are still there mostly to provide eye-candy to even the youngest viewers.”
“ 90% of parents are concerned with TV programming. Their #1 concern is 'no role models for girls'.”
March 20, 2017, New York, NY— Gender bias is bad for business. Research proves that ads and entertainment in which women and girls are accurately portrayed generate significantly more awareness, recall, and purchase intent than ads in which they are not. Now the Association of National Advertisers’ Alliance for Family Entertainment (ANA AFE) has given the industry a potent, new, data-driven methodology to identify — and eliminate — gender bias.
New York – March 2, 2017 – MTV and the Association of National Advertisers (ANA) will kickoff Women’s History Month with the A Woman Did That programming initiative to help build awareness for the #SeeHer campaign and rally fans around the movement to accurately portray women and girls in media by the year 2020.
Beginning at 8:00 p.m. ET on Saturday, March 4, and concluding at 6:00 p.m. ET on Sunday, March 5, #SeeHer and MTV will spotlight groundbreaking females and their achievements across business, culture, entertainment, music, science, sports and technology, with highlight packages and trivia segments illuminating interesting historical facts and issues that women have faced. The campaign will extend across MTV’s digital and social platforms including its Snapchat Discover channel with Women’s History Month editorial content highlighting powerful and pioneering women.
New York – December 6, 2016 – The Association of National Advertisers (ANA) and A&E Network will partner at the “22nd Annual Critics’ Choice Awards” to introduce and present actress Viola Davis with the first-ever #SeeHer award. Davis embodies the values set forth by the #SeeHer mission, including pushing boundaries on changing stereotypes and her recognition of the importance of accurately portraying women across the entertainment landscape. The award will be given out on-air during the 22nd Annual Critics’ Choice Awards, Sunday, December 11, at 8:00 p.m. ET/5:00 p.m. PT on A&E, hosted by T.J. Miller.
Are your TV ads or the shows where you advertise defective in the way they portray women? The Association of National Advertisers has a new system to tell you.
The Gender Equality Measure scores ads or entertainment on how and how prominently they depict women, like an ad-industry version of Six Sigma, the data-driven methodology aimed at eliminating defects in products or services.
June 16, 2016, New York, NY
Despite the strides made in recent decades to accurately portray women and women’s issues in the media, an unconscious bias persists against women and girls in advertising, media, and programming. In response, the Association of National Advertisers Alliance for Family Entertainment (ANA AFE) is spearheading an initiative to address it, #SeeHer.
The mission of #SeeHer is to accurately portray all girls and women in media so that by 2020, they see themselves reflected as they truly are.
Shelley Zalis, Co-Founder
AOR for ANA/AFE
Industry research partner
Syndicated research partner
Celebrity research partner
Programming research partner
Parent and educator partner