Main media entities showcased their strong feminine-led programming in guidance of the SeeHer movement
Oprah Winfrey, CEO, Very own: Oprah Winfrey Network, sent opening remarks
NEW YORK, April 19, 2022–(Organization WIRE)–Today, SeeHer (SeeHer.com), the main worldwide movement to do away with gender bias in marketing and media, brought jointly hundreds of entrepreneurs and media entities for the fourth annual SeeHer SheFront. The virtual, around the world function supported SeeHer’s initiatives to improve the exact portrayal of girls and girls in promoting and enjoyment and showcased how feminine illustration has turn out to be a key strategic focus of media entities. The SheFront was section of the Affiliation of National Advertisers (ANA) yearly International Working day of Studying.
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Worldwide media leader Oprah Winfrey, CEO, Own: Oprah Winfrey Network, kicked off the application with a temporary welcome on the electricity of storytelling, saying, “We consider all individuals really should see themselves mirrored in media and enjoyment with a feeling of authenticity, accuracy and integrity, and recognize why the perform SeeHer is carrying out is critical.”
The function was hosted by SeeHer President Jeannine Shao Collins, who noted in her opening remarks, “The SheFront is a time in which we showcase the ideal of the greatest. Our esteemed media members… have an understanding of that gender equality is a pressure for advancement and a power for very good. And they are fully commited to the SeeHer motion.”
SeeHer media members, including A&E Networks, AMC Networks, Disney, FOX, iHeartMedia, Meta, NBCUniversal, Paramount, and Warner Bros. Discovery, offered throughout the event, highlighting their efforts to improve woman-led written content and empower ladies in front of and behind the digicam. The viewers heard from market executives through the inspiring presentations, as very well as on-air expertise, which include Joanna Gaines, Co-Founder & Chief Innovative Officer, Magnolia Networks, and Lisa Leslie, former WNBA celebrity and present Co-Host, We Have to have to Converse on CBS Sports activities, who showcased how SeeHer customers are dedicated to the organization’s mission.
Gaines thanked SeeHer all through Warner Bros. Discovery presentation, stating, “I just wished to say thank you to SeeHer for this occasion and this opportunity. With this team of courageous and amazing ladies, I am incredibly hopeful of all that we can attain alongside one another for the future of media.”
Leslie pointed out, “We [at Paramount] are committed in 2022 and beyond to continuously SeeHer both equally on monitor and driving the scenes.”
Have: Oprah Winfrey Network was offered with the SeeHer Programming Award in honor of the drama sequence All Increase. The award acknowledges a primetime program that pushes boundaries on altering stereotypes and recognizes the relevance of females and women in media. Tina Perry, Have Television Community & OTT Streaming President, approved the award. Previous recipients involve This Is Us and Madam Secretary.
SeeHer Co-Chairs Fiona Carter, Chief Internet marketing Officer, Goldman Sachs, and Marc Pritchard, Chief Model Officer, Procter & Gamble, also participated in the virtual event. Pritchard highlighted why the field have to continue on to thrust for much more accurate woman representation, indicating, “Regardless of our collective endeavours, gender equality has taken a phase back… [however] the advertising we produce and the written content we assist has the ability to be a power for development which, in flip, is a force for great.”
Carter led a discussion highlighting SeeHer’s Gender Equality Measure® (GEM®), which the group formulated in 2016 and is the first investigation methodology that quantifies gender bias in advertisements and programming. She reported, “[Goldman Sachs] and the market are creating strides in gender representation, but there is normally extra perform to be accomplished.”
Carter was joined by Lorenzo Larini, CEO, IPSOS North The us, Shelley Zalis, CEO The Feminine Quotient, Co-Founder SeeHer and Latha Sarathy, Chief Investigate Officer, ANA, for the session. Through the discussion, Larini reported, “Range, fairness and inclusion is a crew sport… it is about what we can do as an overall business. Actual adjust comes about when folks come to a decision to transform their behaviors… [GEM®) is simply a great thing for your business.”
To close out the event, Collins and Bob Liodice, CEO, ANA, announced two exciting new initiatives spearheaded by SeeHer. Later this year, the organization will be establishing the first-ever interdisciplinary academic curriculum that combines marketing and gender studies, called SeeHer in Education. Additionally, the organization will be developing an AAPI #WriteHerRight guide, which will be a resource for marketers and entertainment executives to encourage authentic portrayals of AAPI women and girls in the content they produce. SeeHer has previously developed a #WriteHerRight guide for Latina-focused storytelling in partnership with NBCUniversal and Telemundo, as well as a storytelling guide focused on Black female characters in partnership with OWN.
The SeeHer SheFront was attended by marketing and advertising professionals from around the globe. For the first time in its four-year history, the event was open to the entire media ecosystem as part of the ANA’s Annual Global Day of Learning.
SeeHer is the leading global movement of media, marketing and entertainment leaders committed to the accurate depiction of women and girls in advertising and media. Launched in 2016 by the Association of National Advertisers (ANA) in partnership with The Female Quotient (The FQ), SeeHer has expanded its verticals to include sports (SeeHer in Sports) and music (SeeHer Hear Her). To help marketers benchmark success, SeeHer spearheaded the development of the Gender Equality Measure® (GEM®), which shows that content accurately portraying females dramatically increases both purchase intent and brand reputation and has quickly become the industry standard.
About The Association of National Advertisers (ANA)
The mission of the Association of National Advertisers (ANA) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.
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Andrea Holland, Wolf-Kasteler Public Relations