ANA Makes #SeeHer GEM Evaluation Available to All Client-Side Members

About the #SeeHer Movement

Despite recent advances, an unconscious bias persists against women and girls in advertising, media, and programming. In 2016, the Association of National Advertisers (ANA) launched the #SeeHer movement in a partnership with The Female Quotient (TFQ).

#SeeHer’s mission is to increase the accurate portrayals of women and girls in media by 20 percent by the year 2020, the 100th anniversary of women winning the right to vote in the U.S. The group developed a groundbreaking Gender Equality Measure (GEM™) to track progress and the marketing effect of removing unconscious bias from ads and programming. We are happy to say we are on our way toward that goal.

What Is GEM?

GEM is a data-driven methodology that identifies unconscious bias in advertising and programming. It measures perceptions of how female actors are portrayed in the media by asking consumers how much they agree or disagree with four statements, which are then used to compile a GEM score.

Developed by #SeeHer, GEM is the first research tool to quantitatively measure gender bias in ads and programming. The methodology has become the industry standard and is currently being used to evaluate content in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, Spain, the U.K. and the U.S.

Contact SeeHer

#SeeHer Members

#SeeHer members represent more than 1,000 brands and $50 billion in ad spend. Through deeper access to GEM, proprietary research, tools and toolkits, media partnership opportunities, equality boot camps, and other benefits, these members are setting the gender equality agenda for the industry and driving growth for their brands and their businesses.

Realistic portrayals of females in ads increase purchase intent among all consumers by more than 26%
Source: Unilever

Ads with positive GEM scores drive brand reputation by 11%.
Source: Unilever

90% of parents say that their No. 1 concern about TV programming is the lack of positive role models for girls.
Source: ABX

#SeeHer GEM Evaluation Available to All Client-Side Marketer Members

Beginning in March 2019, all ANA client-side marketer members will be able to participate in the #SeeHer movement. In addition to #SeeHer news and events, this “GEM Trial” membership gives ANA’s 1200 client-side marketer members the opportunity to submit one ad for GEM evaluation.

Following the trial, client-side marketers have the opportunity to add benefits by upgrading to one of the enhanced #SeeHer member levels. Each level adds additional layers of expanded benefits. Reach out to the #SeeHer team for more information.