CEO DATELINE - ANA honors TV show with first #SeeHer programming award
CEO DATELINE - ANA honors TV show with first #SeeHer programming award
- June 5, 2018 |
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LORI SHARN BRYANT
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The Association of National Advertisers has expanded its two-year-old campaign to encourage more gender equality in the media. ANA named the NBC family drama "This is Us" as its first recipient of a #SeeHer award for programming.
Previous #SeeHer awards have gone to actresses Viola Davis and Gal Gadot.
ANA and its Alliance for Family Entertainment launched the #SeeHer initiative in June 2016. The goal: Increase the accuracy of how women and girls are portrayed in the media by 20 percent by 2020, the 100th anniversary of women gaining the right to vote in the United States. The ANA adopted a data-tracking Gender Equality Measure (GEM) to help identify and showcase ads and programs that reflect the #SeeHer message.
"This is Us" racked up the highest GEM score of any primetime broadcast program in the 2017-2018 viewing season. ANA also cited the show's diverse cast, crew and writers as factors in the decision to give it the award. The series tells the story of a family across several generations and decades.
"NBC and Dan Fogelman have delivered smart, sophisticated storytelling that celebrates life in all of its diversity and complexity," said Stephen Quinn, #SeeHer chair, in a news statement. The former chief marketing officer of Walmart also chairs the Alliance for Family Entertainment.
ANA expects to announce an annual #SeeHer honoree for primetime programming.
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