If you can see her, you can be her.

Despite recent advances, an unconscious bias persists against women and girls in advertising, media, and programming. To address this, the ANA launched the SeeHer movement in partnership with The Female Quotient (TFQ) in 2016.

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.

Gender Equality Measure

In 2016, SeeHer developed the Gender Equality Measure, the first data-driven methodology for identifying gender bias in media. Today, GEM is used to increase effectiveness and boost ROI in 14 markets around the world and has become the global industry standard for measuring gender bias in ads and programming.

All ANA client-side marketer members have the opportunity to submit one ad for GEM evaluation per year as part of their membership.

SeeHer members represent more than 2,000 brands and $70 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

For further information about SeeHer, and how ANA members can get involved, please contact seeherinfo@ana.net or go to SeeHer.com.