SeeHer | ANA

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 increase the representation and accurate portrayal of all women and girls in marketing, media, and entertainment to reflect culture and transform society.

Gender Equality Measure

In 2016, SeeHer spearheaded the development of the Gender Equality Measure, the first data-driven methodology for identifying gender bias in media. Today, this methodology 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.

SeeHer members represent more than 7,200 brands and $70 billion in ad spend. Through deeper access to GEM, proprietary research, tools and toolkits, best practices guides, media partnership opportunities, customized workshops, and other benefits, these members are setting the gender equality agenda for the industry and driving growth for their brand and their businesses.

Sources: ANA SeeHer | ABX, Q4/2017-Q2/2021, SeeHer GEM® Lift Study, IRI, ABX

For further information about SeeHer, and how ANA members can get involved, please contact or go to