To help marketers and content creators succeed in portraying accurate women and girls in media, the ANA AFE has created GEM™ (Gender Equality Measure).
GEM™ measures perceptions of how female actors are portrayed in the media by asking consumers (newly developed) key characteristics about gender.
The assessment for each ad or program is compared to a database of thousands of ads / hundreds of programs.
GEM™ drives advertising purchase intent scores by 26% and brand reputation scores by 11%. And ads perform better in GEM™ positive content, proving that gender equality is good for business.
In addition, by providing a creative team with a feedback loop marketers can expect to improve ads. This has the ability to double these benefits over time.
Most importantly, GEM™ will help provide more accurate portrayal of women and girls in media.