#SeeHer And NBCUniversal Team Up for Partnership Debuting During Winter Olympics Coverage

ANA/AFE Press Release
13 February 2018


Influential Gender-Equality Movement Presents Primetime Programming From Pyeongchang

Association of National Advertisers and Several #SeeHer Members Present #SeeHer Segments

Comcast NBCUniversal and the Association of National Advertisers’ (ANA) announced a partnership in support of the ANA’s #SeeHer movement dedicated to powerful global, national and regional brands working together to eliminate gender bias in advertising and media.

Kicking off with the Winter Olympics in Pyeongchang on February 13, 2018, the partnership begins with a #SeeHer Presents “takeover” celebrating America’s female athletes on NBC Sports’ morning and primetime coverage and other NBCUniversal properties and platforms in the coming days and weeks. Supporters of the initiative include #SeeHer members AT&T, Procter & Gamble, USAA, and Verizon.

“While the entire country’s eyes are on the Olympics, we at NBCUniversal thought it was the perfect opportunity to share this stage and attention with the #SeeHer movement,” said Linda Yaccarino, Chairman, Advertising and Client Partnerships, NBCUniversal. “Alongside our friends at the ANA, we’ve put together a comprehensive program that will begin during our Olympic coverage and run throughout our entire portfolio on every screen.”

“We are united with many other companies behind a common brief – to use our voices in advertising to promote gender equality through the #SeeHermovement,” added Marc Pritchard, ANA Chair, Chief Brand Officer, Procter & Gamble. “P&G brands are stepping up to address unconscious bias in advertising, and we’re proud to join the ANA and NBCUniversal to reinforce that commitment on the Winter Olympics stage.”

“AT&T is proud to support the #SeeHer movement,” said AT&T Chief Brand Officer Fiona Carter. “As viewers around the world watch extraordinary female athletes compete on sport’s biggest stage, we commit to deliver the same message of equality and empowerment in our advertising.”

“We are proud to support #SeeHer and help accurately and authentically portray the vital role women play in America’s armed forces and military community,” said USAA CMO Wes Laird. “The #SeeHer movement is bringing needed attention to the power of advertising and media to shape perceptions and spur changes for the better.”

"We believe all advertisers need to take responsibility for how people are represented in our creative," added Diego Scotti, Chief Marketing Officer at Verizon. "This is such a powerful platform to share the #SeeHer campaign's mission to eliminate bias against women and we are proud to stand with the ANA, NBC and all partners in helping spread the message."

“Our movement has expanded beyond our shores and has gone global,” concluded #SeeHer Chair Stephen Quinn. “We are pushing the boundaries on changing stereotypes in advertising and programming all over the world now. Teaming up with NBCUniversal on its Winter Olympics coverage is a natural progression in our efforts to inspire women and their daughters — and fathers and brothers. And it offers our members a rare opportunity to align with the remarkable female athletes from the USA.”

In the coming months, NBCUniversal and #SeeHer will continue to partner on initiatives integrating NBCUniversal talent and networks to celebrate #SeeHer’s mission to present accurate messages and portrayals of women and girls in advertising and media.

#SeeHer launched in June 2016. The #SeeHer mission is to achieve a 20 percent rise in accurate portrayals of women and girls in advertising and media by 2020 — the 100th anniversary of women gaining the right to vote.

Since its launch, #SeeHer has become the industry voice in providing advertisers, agencies and media executives with state-of-the-art insight and activation strategies and tools to identify and eliminate unconscious bias in ads, entertainment content and media planning. To date, the movement includes more than 60 of the largest and most well-known marketers in the world, representing more than 1,000 brands and $50B in U.S. ad spend. The AOR for #SeeHer is Swirl McGarryBowen, based in San Francisco. They have been the movement’s creative partner since inception.

About the #SeeHer Movement

Despite the strides made to accurately portray women and girls in media, an unconscious bias persists against women and girls in advertising, media, and programming. The Association of National Advertisers (ANA) Alliance for Family Entertainment (AFE) launched the #SeeHer initiative in June 2016 in a partnership with The Female Quotient, as part of the United State of Women in Washington D.C. The #SeeHer Initiative mission is to accurately portray all women and girls in media by 2020, the 100th anniversary of women winning the right to vote in the U.S. For more information, visit www.SeeHer.com, and follow us on FacebookInstagram, and Twitter.

About the Association of National Advertisers (ANA)

The ANA (Association of National Advertisers)'s mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. Growth is foundational for all participants in the ecosystem. The ANA seeks to align those interests by leveraging the 12-point ANA Masters Circle agenda, which has been endorsed and embraced by the ANA Board of Directors and the Global CMO Growth Council. The ANA's membership consists of more than 1,600 domestic and international companies, including more than 1,000 client-side marketers and nonprofit fundraisers and 600 marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). Collectively, ANA member companies represent 20,000 brands, engage 50,000 industry professionals, and invest more than $400 billion in marketing and advertising annually.


About NBCUniversal

NBCUniversal is one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation. To learn more visit: www.nbcuniversal.com.


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Amanda Collins (For NBCUniversal)