SeeHer – Optimizing The 3C’s: Creative, Content and Character Portrayals

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In 2016, SeeHer spearheaded the creation of the Gender Equality Measure, or GEM®. It is the first data-driven methodology and global gold standard for measuring gender bias in ads and content. The GEM® methodology has been leveraged to test nearly 300,000 ads in 14 countries, with 73,000 ads tested outside of the U.S.

The depth and breadth of GEM® has enabled SeeHer members to improve the quantity and quality of representation of women and girls in advertising and content. It provides marketers and media companies with diagnostics, as well as predictive drivers for optimizing content through the accurate portrayal of women and girls. High GEM® scoring content is strongly correlated with brand health as well as sales outcomes.

Join SeeHer to learn more about the GEM® methodology, use cases, and SeeHer’s roadmap for democratizing and evolving gender equality measurement. Learn how you can leverage GEM® in your creative development and ad effectiveness measurement.