In 2016, the Association of National Advertisers (ANA) launched their SeeHer initiative to create a more accurate representation of women in the media. When it was first launched, ANA provided agencies, marketers, and media outlets with toolkits that they could use to evaluate their motives to ensure that ads were not subconsciously biased.
The original goal was to increase the accurate representation of women and girls in advertising and media by 20% by 2020, the 100th anniversary of the adoption of the 19th Amendment. According to Patty Kerr, co-founder of SeeHer, the goal was achieved in late 2018. In 2019, the area of responsibility was expanded to an 80% prejudice-free media ecosystem. By 2030, content and networks joined the SeeHer movement. Throughout its existence, the program has had the power, weight, and support of brands.
ANA celebrated the initiative and was associated with International Day of the Girls’ Child. She released a new video. The agency Known’s hymn spot aims to inspire both marketers and the next generation of female executives. The film is full of big names in culture, sports, entertainment and marketing.
The 60-second piece includes SeeHer Advisory Board members Erin Andrews, the Bella Twins, Maria Bartiromo, Katie Couric, Lori Greiner, Milck, Busy Philipps and Michael Strahan. Also included are well-known marketing industry leaders such as Nadine Karp McHugh (serving as SeeHer President), Kerr, Gail Tifford, Chief Brand Officer of WW, and Shelley Zalis, CEO of The Female Quotient.
Each person in the video has made their own recordings, giving personal and inspiring examples of how they “see” them. Getty Images was also a partner in the campaign and provided photography.
“We always try to create actions from knowledge because we want to increase the impact,” said Karp McHugh. “This is a hunt and the catalyst between our marketing members and the rest of the marketing landscape.”
Although driven by the ANA, the aim of the campaign is to engage consumers with the inspiring message of the program over the long term.
“This is a campaign that is always on,” said Kerr. “Society influences the media and we are constantly trying to reinforce that message.”
In addition to the anthem video, the campaign spans social media with social tiles for each participant, Facebook profile frames, and sharable Instagram Stories assets that anyone can use.
“This partnership lasts a lot more than a day,” said Mark Feldstein, partner and president of Known. “This is a well-thought-out strategy that creates a steady cadence of moments so that this narrative can create consistent, systemic change.”