NEW YORK–(BUSINESS WIRE)–Earlier today SeeHer, the Association of National Advertisers’ (ANA)
leading movement for gender equality in advertising and media, announced
that Coach Muffet McGraw, Notre Dame’s iconic women’s basketball coach
and a powerful voice for women’s equality in sports, has joined the
SeeHer advisory board. McGraw’s arrival coincides with the launch of
#SeeHerInSports, the movement’s expansion into collegiate and
professional athletics.
Launched in June 2016, the SeeHer mission is to accurately portray all
women and girls in media so that by 2020, they will see themselves
reflected as they truly are. With full support of the ANA, its 1,700
member companies and 25,000 brands that support $400-plus billion in
marketing and advertising annually, SeeHer is the world’s
most-influential voice for gender equality in programming, advertising,
marketing, and media.
“We are extremely proud of SeeHer, which in three short years has become
the leading global movement for gender equality in media and
advertising,” says Bob Liodice, Chief Executive Officer, ANA. “Sports is
such an integral part of the media landscape; it was a natural extension
of our mission.”
“Coach McGraw has said that we don’t have enough female role models or
visible women leaders out there, and she’s right,” says Fiona Carter,
SeeHer co-chair and AT&T Communications Chief Brand Officer. “We can
count her in those ranks, and thankfully we can now count her as a
member of the board, bringing her passion and insights to bear as we
look to raise the visibility of women in sports.”
In 32 years in South Bend, McGraw has won more than 75 percent of her
games, taken her team to 9 Final Fours, and won the National
Championship twice, in 2001 and 2018. In 2011, she was inducted into the
Women’s Basketball Hall of Fame and, in 2017, the Naismith Memorial
Basketball Hall of Fame.
She has also been a leading voice for gender equality, arguing for
normalizing women’s participation in sports, business, politics, and
other areas of our culture as well as increasing the number of female
role models, not just in sports but throughout society. These also are
among the goals of #SeeHerInSports.
“On behalf of the 1,700+ brands of SeeHer, we are delighted to have
Coach McGraw join our movement and are looking forward to utilizing her
keen insight and experiences to help us amplify the importance of women
in sports,” adds SeeHer Co-Chair and Procter & Gamble Global Brand
Officer Marc Pritchard.
“I am excited to join the advisory board for #SeeHer and team up with
the ANA to change the perception of women in sports,” says Coach McGraw.
“We are all fighting for gender equality, and I’m thrilled to be a part
of this prestigious group as we look to change the bias that has kept
women from reaching leadership positions in sports.”
McGraw’s arrival follows the announcement of Emmy-winning TV personality
and member of the Pro Football Hall of Fame Michael Strahan as the first
male advisory board member. Other members include journalist and author
Katie Couric; actor and gender rights activist Geena Davis; Former WNBA
and Times Up president, Lisa Borders; editor-in-chief of InStyle
Magazine Laura Brown; and WME literary agent Jennifer Rudolph Walsh.
“Sports represents one of the most-critical areas for the gender
equality movement,” concludes Christine Manna, president and chief
operating officer of the ANA. “Our expansion into athletics is a vital
step on the journey to utilize the power of media for a gender-equal
society.”
About the #SeeHer Movement
Despite the strides made to accurately portray women and girls in media,
an unconscious bias persists in advertising, media, and programming. The
Association of National Advertisers (ANA) launched the #SeeHer
initiative in June 2016 in a partnership with The Female Quotient (TFQ)
at the United State of Women Summit. The SeeHer mission is to accurately
portray all women and girls in media so that they can see themselves
reflected as they truly are–and so that the world can see them with
20/20 vision. SeeHer’s goal is to increase the accurate portrayals of
women and girls in media by 20 percent by 2020. The group developed a
Gender Equality Measure (GEM™) to track progress and the marketing
effect of removing unconscious bias from ads and programming. High GEM™
scores directly correlate to improved ROI. GEM™ won the 2017 ESOMAR
Research Effectiveness Award. The methodology became the industry
standard in the U.S., which led to a global rollout in 2018. Visit www.SeeHer.com,
and follow us on Facebook, Instagram, and Twitter @SeeHer2020.
About the Association of National Advertisers (ANA)
The ANA (Association of National Advertisers) makes a difference for
individuals, brands, and the industry by driving growth, advancing the
interests of marketers, and promoting and protecting the well-being of
the marketing community. Founded in 1910, the ANA provides leadership
that advances marketing excellence and shapes the future of the
industry. The ANA’s membership includes more than 1,700 companies with
25,000 brands that engage almost 150,000 industry professionals and
collectively spend or support more than $400 billion in marketing and
advertising annually. The membership is comprised of more than 1,000
client-side marketers and more than 700 marketing solutions provider
members, which include leading marketing data science and technology
suppliers, ad agencies, law firms, consultants, and vendors. Further
enriching the ecosystem is the work of the nonprofit ANA Educational
Foundation (AEF), which has the mission of enhancing the understanding
of advertising and marketing within the academic and marketing
communities.
