Gender inequality is the one inequality that is truly global in scope. Yet we know that marketing and media can create effective change by addressing how women and girls are portrayed in advertising and marketing content.

ANA’s SeeHer, whose mission is to drive the accurate portrayal of women and girls in media, advertising, marketing and entertainment, has created a unique opportunity for all 2024 ANA Award applicants: the ANA SeeHer GEM Award.

The ANA SeeHer GEM Award honors creative that exemplifies the best-in-class accurate and authentic portrayal of women and/or girls in B2B marketing and advertising, brand activation marketing, and marketing efforts created by in-house agencies through the ANA’s top award programs:

Award Eligibility

Any 2024 submission into one of ANA’s main award programs may choose to be considered for a GEM Award. A simple check box is available in the entry process of ANA’s main programs to have your submission(s) considered for this award. Only the highest scoring submissions within their selected award category(s) in each of the ANA award programs will be contenders for a GEM Award. GEM Award submissions will have their creative work go through the GEM testing process to provide a shortlist of finalists, with the GEM Awards going to the top three contenders achieving the highest GEM scores.

ANA SeeHer GEM Award winners will be invited to accept their award on stage at the Awards Gala for the program they have entered.

GEM Awards category finalists will receive a full GEM Report on their submission(s) which will provide insight into the key themes and drivers of their GEM Score.

Currently GEM testing is only available to SeeHer member companies, so this is an exclusive opportunity for ANA Award entrants to obtain a complete GEM analysis at a fraction of the cost, regardless of their membership status.

Creative Requirements:

• All executions which must include women and/or girls (animated/virtual humans not applicable)
• Any type of video creative is acceptable (linear, digital, or social)
• Single, isolated, stand-alone unique full-form execution(s) as it ran in market - as the target audience experienced it - is required. (Edited versions, compilation/sizzle reels are not acceptable)
• Each individual video creative example must not exceed two minutes.
• Up to 2 examples are allowed per submission

There is a flat fee of $350 per submission into an ANA GEM specialty category.

GEM Background

ANA SeeHer’s mission is to accurately portray all women and girls in marketing, advertising, media and entertainment so they see themselves as they truly are and in all their potential. The average age, race, body type and other aspects of women's identity depicted in media represent just a small fraction of the female population. Launched in 2016 in partnership with The Female Quotient (TFQ), the SeeHer movement is an unprecedented coalition of marketers, agencies, and media companies harnessing the collective power of the entire marketing and media ecosystem to make a positive change and set a new industry standards.

To help benchmark success in creating this positive change, ANA SeeHer spearheaded the development of the Gender Equality Measure (GEM), the first research methodology that quantifies gender bias in ads and programming. GEM has become the global gold standard for measuring unconscious bias, with more than 200,000 ads tested in markets that represent 87 percent of worldwide ad spend.

High GEM scoring ads have also been proven to drive business growth:

• Ads with positive GEM scores drive purchase intent by 42 percent among total and female consumers.
• High GEM scores equal a 56 percent increase in brand reputation.
• High GEM scoring ads drive sales ROI by 5 times.