{"id":31064,"date":"2019-09-03T10:02:10","date_gmt":"2019-09-03T15:02:10","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=31064"},"modified":"2019-09-03T18:25:21","modified_gmt":"2019-09-03T23:25:21","slug":"how-do-you-see-her-when-do-you-see-her-where-do-you-see-here","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/how-do-you-see-her-when-do-you-see-her-where-do-you-see-here\/","title":{"rendered":"How Do You See Her? When Do You See Her? Where Do You See Her?"},"content":{"rendered":"

Media is a false mirror. It’s false because it doesn’t show us who we are. It shows us who we are programmed to be.<\/p>\n

Media makers have a professional obligation to widen the lens. Advertisers often ask for people of color in their ads to showcase their awareness and sensitivity and to appeal to the widest possible audience. But do they also ask an overweight person, an older person, a poor person, or a trangender person to appear in their ads?<\/p>\n

Inclusion is one big step in the right direction. Another critical consideration is how people are portrayed in ads. Are women in ads empowered creators of their destiny or mere objects of someone’s affection?<\/p>\n

Every day in Marcom, it’s up to the brand, the agency team, and the production team to successfully answer these fundamental questions.<\/p>\n

An Alliance for Gender Positivity<\/h2>\n

SeeHer, the Association of National Advertisers<\/a>\u2019 movement for gender equality in advertising and media, announced a new partnership with the Screen Actors Guild \u2014 American Federation of Television and Radio Artists. As part of the 2019 Commercials Contracts negotiations, the Joint Policy Committee<\/a> (the ad industry’s collective bargaining team) and SAG-AFTRA<\/a> recognized the importance of gender equality in advertising and agreed to work cooperatively to promote the SeeHer movement.<\/p>\n

SeeHer supports authentic female character development in a variety of ways, such as the #WriteHerRight<\/em> tip sheet<\/a>, which facilitates conversation about gender equality by bringing effective, story-building language and tools into the writers\u2019 rooms. This initiative is expanding to include a deeper emphasis on intersectionality and increase the targeted efforts to address the unique challenges that marginalized women and girls face in media portrayals.<\/p>\n

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As part of the partnership, SAG-AFTRA and SeeHer will co-host Salon Days in New York and Los Angeles, and a monthly SAG-AFTRA SeeHer Day, where marketers and content creators will come together around a theme or focused question related to gender equality in media to share insights and develop materials that illuminate the power of strong female characters.<\/span><\/p>\n

\u201cThis partnership will help accelerate the pace of progress for our mission to have equal, accurate and realistic portrayals of women and girls in media,\u201d\u00a0said Marc Pritchard<\/a>, SeeHer co-chair and chief brand officer, P&G. \u201cThe movement for gender equality in content requires a change in the entire media ecosystem to make it happen, including marketers working in concert with all of the other key players who create, produce and distribute content.\u201d<\/p>\n

SeeHer Content<\/h2>\n

On the SeeHer website<\/a>, you can view several of the spots that “celebrate gender equality.”<\/p>\n