FOX to Launch “She’s a Hero” Initiative on International Women’s Day
Activations Include a FOX Fast Break Honoring Female First Responders
Tonight During Hit Drama 9-1-1
New York, NY – March 8, 2021 – Fox Corporation (Nasdaq: FOXA, FOX) and the Association of National Advertisers’ (ANA) SeeHer movement announced a partnership to further support the organizations’ mission to accurately portray women and girls in marketing, advertising, media and entertainment. In support of International Women’s Day, FOX and SeeHer will introduce “She’s a Hero” – an initiative that will honor and celebrate female first responders.
“FOX is proud to support the #SeeHer movement and its continuing mission to promote gender equality, as well as highlight the incredible achievements of our female first responders through our “She’s a Hero” initiative,” said Marianne Gambelli, President of Ad Sales for FOX. “Across the country, we continue to see the brave contributions that our first responders and front-line workers are making throughout our communities, and I am proud we can use the FOX portfolio to honor and celebrate their remarkable and vital work.”
The activations for the “She’s a Hero” initiative will include:
FOX will highlight the amazing achievements of real-life female first responders with a thematic, custom- produced, spot that will air on March 8 in a FOX Fast Break during an original episode of the hit drama 9-1-1. Starring Angela Bassett, who also serves as an executive producer of the network’s popular 9-1-1 franchise, FOX’s #1 scripted series draws from real life, high pressure experiences of first responders. Additionally, FOX will distribute the custom-produced content across the social platforms of the 9-1-1 series.
SeeHer member L’Oréal Paris has signed on to partner and support the custom content that will air in the FOX Fast Break and across the 9-1-1 social platforms.
The beauty brand’s signature philanthropic program, Women of Worth is calling on Americans across the country to nominate an everyday hero they know for a chance to be named one of ten 2021 Honorees. Each woman will receive $20,000 to fund their charitable endeavors, a national platform to share their stories and an opportunity to build a network that will create an even greater impact in the community they serve. Nominations close April 30.
“FOX Entertainment has built its reputation on telling diverse stories and bringing the underrepresented to the forefront,” added Suzanne Sullivan, EVP of Ad Sales for FOX Entertainment. “The characters and programming that air on FOX introduce perspectives and lifestyles that are not often seen in media and give a voice to those who are excluded from the conversation. 9-1-1 is the perfect series to align this custom content, and we’re proud to partner with L’Oréal Paris to help celebrate female first responders.”
“We are delighted to partner with FOX to further advance our mission of accurately portraying women and girls in marketing, advertising, media and entertainment, so they can see themselves as they truly are and in all their potential,” added Nadine Karp McHugh, president, SeeHer. “Now more than ever with research revealing that women are taking the brunt of the pandemic and with the majority of essential workers being female, it is crucial that we see her and celebrate all of her contributions. Programs like 9-1-1 and the real-life stories they are telling through this effort represent a great example of shining a light on authentic real-life heroes.”
Additionally, FOX will further amplify its “She’s a Hero” initiative and distribute the custom produced content celebrating the work of real-life female first responders across FOX Sports and FOX News Media.
About Fox Corporation
Fox Corporation produces and distributes compelling news, sports and entertainment content through its iconic domestic brands including: FOX News Media, FOX Sports, FOX Entertainment and FOX Television Stations. These brands hold cultural significance with consumers and commercial importance for distributors and advertisers. The breadth and depth of our footprint allows us to deliver content that engages and informs audiences, develop deeper consumer relationships and create more compelling product offerings. FOX maintains an impressive track record of news, sports, and entertainment industry success that shapes our strategy to capitalize on existing strengths and invest in new initiatives. For more information about Fox Corporation, please visit www.FoxCorporation.com.
About L’Oréal Paris
The L’Oréal Paris division of L’Oréal USA, Inc. is a total beauty care brand dedicated to empowering women by offering luxurious and innovative products and services available in the mass market. The brand’s signature tagline, “Because I’m Worth It,” was born in the United States in 1973 to celebrate the beauty and intrinsic self-worth of women, and for more than 100 years, L’Oréal Paris has been providing women around the world with products in four major beauty categories: hair color, haircare, skincare and cosmetics. With L’Oréal’s invention of hair color in 1909, the brand continues to serve as a leading innovator of hair products across color, care, and styling with brands such as Superior Preference, Féria, Colorista, Elvive, the Ever Collection, and Elnett Satin Hairspray. L’Oréal Paris provides scientifically-advanced skincare products that are tested to address individual skin concerns through its renowned brands Revitalift, Pure-Sugar, Pure-Clay, Age Perfect, and Sublime Bronze. L’Oréal Paris’ iconic cosmetics include best-seller Voluminous Lash Paradise, as well as the Infallible, True Match, Colour Riche, Voluminous, and Visible Lift collections. For more information about L’Oréal Paris and to receive personalized advice, expert tips, and exclusive content, please visit www.lorealparisusa.com or follow on Instagram (@LOrealParis), Twitter (@LOrealParisUSA), Facebook (@LOrealParisUSA), and Pinterest (@LOrealParisUSA).
Despite strides made in recent years to accurately portray women and girls in media, unconscious bias persists throughout advertising and entertainment. The average age, race, body type, and other aspects of women depicted in media today still represents only a small fraction of the female population. Led by the Association of National Advertisers (ANA), SeeHer is a collective of marketers, media organizations and industry influencers committed to creating advertising and supporting content that portrays women and girls as they really are. It launched in June 2016 in partnership with The Female Quotient (The FQ) in Washington DC at the United State of Women. To help marketers benchmark success, the group developed Gender Equality Measure® (GEM®), the first research methodology that quantifies gender bias in ads and programming. GEM® shows that content portraying females accurately dramatically increases both purchase intent and brand reputation. In 2017 GEM® won the prestigious ESOMAR Research Effectiveness Award. The methodology quickly became the industry standard, which led to a global rollout in 2018. In 2019, the movement expanded into new verticals: sports (SeeHer In Sports) and music (SeeHer Hear Her). Visit SeeHer.com and follow @SeeHerOfficial on Facebook, Instagram, and Twitter.