SeeHer Launches Pledge Campaign
"Pledge to Embed" Encourages Marketing and Media Industry to Take Action Against Gender Inequality and Change the Narrative for Women While Driving Business Growth
NEW YORK (March 1, 2024) — SeeHer, the global gender equality initiative within the ANA that champions the positive representation of women, announced today a campaign that rallies the marketing and media industry to change the current trajectory of gender equality by pledging to include one or more of the Gender Equality Measure (GEM®) Suite of Tools into their practice.
Timed to launch at the start of Women's History Month, SeeHer's "Pledge to Embed" campaign is designed to recognize the impact that marketing and media have on the accurate portrayal of women in media and advertising, and the urgent need for these industries to make actionable change. Recent studies by SeeHer have documented that gender equality across the entire marketing ecosystem is a consumer expectation, with 90% of adults agreeing that media is critical in shaping gender roles. Yet only 16% of women feel that they are usually portrayed accurately.
"Using Women's History Month to launch the pledge is intentional, however this is a 24/7, 365-day-a-year business imperative," said Christine Guilfoyle, President of SeeHer. "This will enable the industry to not only remove gender bias, but also drive business growth and tap into the $31.5 trillion in consumer spending controlled by women. We encourage the industry to use SeeHer's GEM Suite of Tools by targeting consumers that in the past have not felt seen, heard, and valued. The time is now to take action."
SeeHer offers the industry GEM®, the first data-driven methodology that quantifies gender bias in ads and programming. Considered the global measurement standard on gender equality, ads with positive GEM® scores have been found to drive purchase intent by 42% among consumers. Multi-dimensional portrayals of women have been shown to increase brand ROI by 500% versus stereotypical portrayals.
For more information or to sign the pledge, please visit this page.
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ABOUT THE ANA
The ANA (Association of National Advertisers) accelerates growth for marketing professionals, brands, and the entire industry. With a mission to shape the future of marketing, the ANA sets the agenda for the industry, connecting its members to unparalleled expertise, industry-leading resources, and an influential global network. Representing over 1,600 companies — including 1,000+ client-side marketers, 600 marketing solutions providers, and 20,000 brands — ANA members collectively influence $400 billion in annual marketing spending. By championing the 12-point ANA Growth Agenda and the CMO Growth Council, the ANA drives actionable change, empowers marketers, shapes the marketing ecosystem, and delivers exceptional experiences at every touchpoint. Since 1910, the ANA has been setting the agenda for industry transformation. It enables marketers to advance their ambitions, make better decisions, and create lasting impact for their organizations and the industry.
ABOUT SEEHER
SeeHer is the global initiative to champion the positive representation of women and the leading global movement to eliminate gender bias in marketing, media, and entertainment. Launched in 2016 by the Association of National Advertisers (ANA) SeeHer’s coalition of leaders is committed to setting the gender equality agenda for the industry and driving growth for their businesses. To help its members benchmark success and become catalysts for change, SeeHer spearheaded the development of the Gender Equality Measure® (GEM®), the first research methodology that quantifies gender bias in ads and programming. Winning the prestigious ESOMAR Research Effectiveness Award, GEM® is the global measurement standard, proving that content accurately portraying women and girls dramatically increases purchase intent and brand reputation. SeeHer's suite of training and resources, including GEM®, enables marketers to prioritize best practices as part of an always-on approach to driving growth. The movement includes the following vertical expertise: SeeHer in Sports, SeeHer Entertainment, SeeHer Health, and the SeeHer Media Task Force. Visit SeeHer.com to join the movement and follow SeeHer on LinkedIn and Instagram.