The Alliance for Family Entertainment (AFE), a coalition of advertisers supported by the Association of National Advertisers (ANA) that includes brands such as J.M Smucker, Crayola and Unilever, has announced a lofty initiative called ‘#SeeHer’ in an effort to overcome the biased portrayal of women in the media.
The goal of the campaign is to portray women and girls in a more accurate and equitable light and, by 2020, the 100th anniversary of American women gaining the right to vote, the AFE hopes to “realize a 20-plus percent increase in the accurate portrayal of all girls and women.”
To do this, the AFE, whose members represent more than $20bn in US TV ad spend, is encouraging brands to “review their ads and the ad development process for unconscious bias” and “work with media partners to accurately portray girls and women within the content where their ads will be placed.” It will also use a data-tracking Gender Equality Measure to identify ads and programs that support girls and women, and the #SeeHer website will feature content that meets the group’s standards.
Bob Liodice, CEO of the ANA, announced the initiative at the United State of Women Summit in Washington, D.C. earlier this week in partnership with more than 50 national marketers.
According to the AFE, research shows that women make or influence 93 per cent of food purchases and 85 percent of consumer ones.
Liodice said of the initiative: “We know that the right advertising environment for women can improve ad effectiveness by as much as 30 percent. So there is a business imperative to truthfully and accurately portray women and girls. More importantly, it’s the right thing to do.”
Those involved with the initiative include Gail Tifford, Unilever North America vice president of media and digital engagement, and Shelley Zalis, CEO and founder of The Girl’s Lounge.