Our Mission

#SeeHer is a movement led by the Association of National Advertisers (ANA), the largest marketing and advertising association in the U.S. Its mission is to increase the percentage of accurate portrayals of women and girls in U.S. advertising and media by 20% by 2020, the 100th anniversary of women winning the right to vote.

About #SeeHer

We Believe...

We believe that media and technology can play a major role in how women and girls see themselves. We believe in the power this visibility will inspire in our world. And we believe that projecting truth and inclusiveness will benefit all people, everywhere.

It stands to reason that more women and girls will be inspired to reach their potential when the media they see is more inclusive of them. Today, the average age, race, and body type of women depicted represent just a small fraction of the female population. That means most women and girls have likely never seen themselves reflected in the media.

Together with industry leaders, we’re championing the movement to portray women and girls accurately so that the images and roles they see in the media mirror the real world. We will continue to showcase excellent work on this site that supports the #SeeHer mission.

The #SeeHer initiative is spearheaded by the Association of National Advertisers (ANA), the largest marketing and advertising association in the United States. The ANA makes a difference for individuals, brands, and the industry by advancing the interests of marketers and promoting and protecting the well-being of the marketing community. ANA membership includes nearly 1,000 companies with 15,000 brands that collectively spend or support more than $400 billion in marketing and advertising annually. #SeeHer is part of the ANA’s Alliance for Family Entertainment (ANA AFE), the industry’s foremost advocate for sophisticated, realistic, family-themed content on traditional and digital platforms.


Our Timeline
  • 2020

    Women and Girls See Themselves Reflected as they Truly Are

    MISSION ACCOMPLISHED: 20% improvement of portrayal of girls and women in media.
  • April 2018–December 2019

    More Content Supporting #SeeHer Mission

    Better ads. Improved ROI. Expansion of the movement.
  • March 2018

    CBS Salutes the Trailblazing Women of STEM

    CBS Corporation and the Association of National Advertisers’ (ANA) #SeeHer initiative pay tribute to 12 trailblazing women who have contributed to the fields of science, technology, engineering and math (STEM), by airing a series of CBS Cares PSAs in primetime on the CBS Television Network.
  • February 2018

    #SeeHer Goes to the Olympics

    #SeeHer And NBCUniversal team up for partnership debuting during Winter Olympics coverage, including a prime time salute to the women of the US Olympics Team and athlete interviews on the Today Show.
  • January 2018

    Gal Gadot Honored with 2nd Annual #SeeHer Award at the Critics' Choice Awards

    Gadot is recognized for embodying the values set forth by the #SeeHer movement — to push boundaries on changing stereotypes and recognize the importance of accurately portraying women across the entertainment landscape
    Gal Gadot
  • December 2017

    #SeeHer Featured on “We Need to Talk”

    WNBA President Lisa Borders and #SeeHer Co-Founder Gail Tifford featured on CBS’ all female sports talk show.
    We Have to Talk
  • November 2017

    #SeeHer Expands Advisory Board

    Academy Award Winner Geena Davis and InStyle Magazine Editor-In-Chief Laura Brown join #SeeHer
  • October 2017

    CBS and ANA Announce #SeeHer Partnership

    CBS Corporation and the Association of National Advertisers (ANA) announce a new multi-pronged partnership supporting the #SeeHer initiative and its mission to accurately portray girls and women in media.
    CBS / ANA
  • September 2017

    Our #SeeHer Pre-Emmy Party Made the "Official" List of Hot Emmy Parties!!

    Emmy Awards
  • August 2017

    TEEN CHOICE 2017

    Vanessa Hudgens presented with #SeeHer Award at FOX's TEEN CHOICE 2017, for pushing boundaries on changing stereotypes and embodying the fight for realistic female portrayals in media.
    Vanessa Hudgens
  • July 2017

    #SeeHer Spotlight Premiers on The Celebrity Page

    The Celebrity Page kicks off a weekly feature highlighting women who are helping to dispel female stereotypes in the media.
    The Celebrity Page
  • July 2017

    First Kids’ Choice Sports #SeeHer Award

    Olympian Simone Manuel Wins Her First Nickelodeon Kids’ Choice Sports #SeeHer Award.
    Simone Manuel
  • June 2017

    #SeeHer Announces Advisory Board

    Journalist Katie Couric and WNBA President Lisa Borders named first two advisors to help #SeeHer pursue a more accurate portrayal of women in news and sports.
    Lisa Borders & Katie Couric
  • May 2017

    “Dear Mama” Premiere on VH1

    In honor of Mother’s Day, #SeeHer and VH1 partner in programming celebrating moms, tagged with #SeeHer.
    Dear Mama
  • April 2017

    #SeeHer Part of Women in the World Summit

    Chief brand officers from AT&T and P&G speak about #SeeHer and GEM™ at summit hosted by Tina Brown.
    April 2017
  • March 2017

    Introduction of GEM™ Module to Researchers

    #SeeHer shares GEM module with research industry for all research firms to add to ad testing at Advertising Research Federation (ARF) conference. GEM becomes an industry standard.
    March 2017
  • March 2017

    “A Woman Did That” Premiere on MTV

    In honor of Women’s History Month, #SeeHer and MTV partner in programming celebrating women’s accomplishments. Programming tagged with #SeeHer.
    March 2017
  • February 2017

    Intro of #SeeHer GEM™ for Programming

    #SeeHer applies GEM™ methodology to highest rated shows. Begins to share data with broadcast/cable executives. Movement gains traction and support.
    February 2017
  • February 2017

    #SeeHer Marketer Boot Camp Kick Off

    #SeeHer debuts custom training to help board members use #SeeHer for business results via high-powered on-site strategy sessions led by experts in marketing/advertising, media, programming, consumer insights/research.
    February 2017
  • December 2016

    #SeeHer Programming Debut

    2016 Critics’ Choice Awards adds new #SeeHer award to broadcast. Acclaimed actress Viola Davis receives first honor. Award recognizes her work furthering the portrayal of three-dimensional women onscreen. She receives an 8 minute standing ovation for her powerful acceptance speech.
    December 2016
  • October 2016

    Intro of #SeeHer GEM™ Metric for Ads

    #SeeHer launches Gender Equality Measure™ (GEM) which quantitatively measures unconscious bias on brand-specific ads. GEM™ assesses portrayal of women and girls for effectiveness as well as gender-specific appeal. This proprietary research gives marketers clear insight on brand performance and connects #SeeHer to improved ROI.
    October 2016
  • July 2016

    #SeeHer Marketer Toolkit Release

    #SeeHer shares tools for eliminating unconscious bias in the creative process. Tailored kits include insight for Advertising/Creative and Media.
    July 2016
  • June 2016

    #SeeHer Launch at United State of Women Summit

    The White House identifies an issue of inaccurate portrayal of women and girls in media. With that insight, the Association of National Advertisers (ANA) subcommittee Alliance for Family Entertainment (AFE) and The Female Quotient (TFQ) launch #SeeHer initiative.
    June 2016