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.

SeeHer members represent more than 2,000 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.

Ads with high GEM® scores drive increases brand reputation by 33%
Source: SeeHer ANA, ABX

81% of consumers say media is critical in shaping gender roles.
Source: SeeHer/dentsu, Perceptions of Progress: State of Women’s Equality in U.S.

84% of consumers believe that media has the power to teach children that girls can do anything boys can do and vice versa.
Source: SeeHer/dentsu, Perceptions of Progress: State of Women’s Equality in U.S.

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