User:Lisahubbert/sandbox

Overview

In an effort to promote the accurate portrayal of women and girls in media, the #SeeHer initiative was launched in June, 2016. Its stated mission: “To accurately portray all women and girls in media so that by 2020–the 100th anniversary of women gaining the right to vote–women and girls will see themselves reflected as they truly are.” The initiative is spearheaded by the Association of National Advertisers, (ANA), along with the ANA’s Alliance for Family Entertainment (ANA AFE), the industry’s foremost advocate for realistic family-themed content appearing on traditional and digital platforms.

History

June 2016: #SeeHer Launches 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 the #SeeHer initiative.

July 2016: #SeeHer Marketer Toolkit Release - #SeeHer shares tools for eliminating unconscious bias in the creative process and media. Tailored toolkits include insight for Advertising/Creative and Media.

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.

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.

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, and consumer insights/research.

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.

March 2017: “A Woman Did That” Premieres on MTV - In honor of Women’s History Month, #SeeHer and MTV partner in programming celebrating women’s accomplishments.

March 2017: More #SeeHer content - #SeeHer shout out from the stage at Nickelodeon Kids’ Choice Awards.

March 2017: #SeeHer GEM™ module - #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.