ViacomCBS and its family of networks have once again committed to a robust campaign supporting the Association of National Advertisers’ (ANA) SEEHER movement to increase accurate portrayal of women and girls in advertising, marketing, media and entertainment.
“SEEHER is a movement near and dear to my heart, and I am thrilled that we now have the full power of ViacomCBS to promote SEEHER and its important mission of portraying women and girls accurately in media, advertising and marketing,” said Jo Ann Ross, President and Chief Advertising Revenue Officer, ViacomCBS Domestic Advertising Sales. “We value the opportunity to work with our brand partners, who share our passion for this mission, to help lead this movement during Women’s History Month and all year long.”
“CBS and Viacom have actively supported SEEHER across their portfolios since our launch in 2016,” said Nadine Karp McHugh, president, ANA SEEHER. “They leaned in early and continue to promote the movement with extensive cross-platform integrations.”
The activations planned across ViacomCBS throughout the month of March and beyond include the following:
• CBS will pay tribute to seven trailblazing women who are prime examples of what it means to challenge and overcome stereotypes and biases in their industries. They will be introduced in a series of CBS CARES public service announcements in primetime on the CBS Television Network throughout March.
The honorees and CBS talent introducing them in the PSAs include:
o Cheryl Crazy Bull by CBS EVENING NEWS anchor and managing editor Norah O’Donnell
o Alejandra Y. Castillo by ALL RISE’s Jessica Camacho and Lindsay Mendez
o Senator Tammy Duckworth by THE TALK’s Carrie Ann Inaba
o NASA astronauts Christina Koch and Jessica Meir by ALL RISE’s Ruthie Ann Miles
o Judge Jane Bolin by ALL RISE’s Marg Helgenberger and Simone Missick
These PSAs will also be featured on cbscares.tv, SeeHer.com and other CBS websites and shared on social media. In support of SEEHER and Women’s History Month, several SEEHER member brands will be sponsoring these extended PSAs including AT&T, Clorox, Ford, Georgia Pacific, L’Oreal, P&G and WW.
• Pluto TV has launched a 10-week Pop-Up channel in partnership with SEEHER. The premium, curated channel will offer viewers 40+ hours of programming featuring accurate and strong portrayals of women from programming spanning the ViacomCBS portfolio and beyond, including “Younger,” “Broad City,” “Hot in Cleveland” and “Being Mary Jane,” among others. Brand partners supporting the channel on behalf of SEEHER include Hershey’s, Verizon and WW.
• Three unique PSAs will air across MTV, VH1, CMT, Comedy Central, TV Land and Paramount. The first, featuring Bebe Rexha, launched on Feb. 1. This content was also distributed socially on MTV and CMT’s Facebook pages and VH1 and CMT’s Twitter handles. Brand partners supporting this campaign include AT&T, Johnson & Johnson, Unilever, P&G, Hershey, Kellogg’s, L’Oréal and Walmart.
ViacomCBS (NASDAQ: VIAC; VIACA) is a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Driven by iconic consumer brands, its portfolio includes CBS, Showtime Networks, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, CBS All Access, Pluto TV and Simon & Schuster, among others. The company delivers the largest share of the U.S. television audience and boasts one of the industry’s most important and extensive libraries of TV and film titles. In addition to offering innovative streaming services and digital video products, ViacomCBS provides powerful capabilities in production, distribution and advertising solutions for partners on five continents.
Despite strides made in recent years to accurately portray women and girls in media, unconscious bias persists throughout advertising and entertainment. The average age, race, and body type of women depicted in media today still represent only a small fraction of the female population. Led by the Association of National Advertisers (ANA), SEEHER is a collective of leading marketers committed to creating advertising and supporting content that portrays women and girls as they really are. It launched in June 2016 in partnership with The Female Quotient (The FQ) in Washington, D.C. at the United State of Women. To help marketers benchmark success, the group developed Gender Equality Measure™ (GEM™), the first research methodology that quantifies gender bias in ads and programming. GEM shows that content portraying women accurately dramatically increases purchase intent and brand reputation, increasing return on investment by as much as 30 percent. GEM won the prestigious 2017 ESOMAR Research Effectiveness Award, and the methodology became the industry standard, which led to a global rollout in 2018. In 2019 the movement expanded into new verticals, including sports (#SeeHerInSports) and music (#SeeHerHearHer.) Visit SeeHer.com and follow us on Facebook, Instagram, and Twitter @SeeHer2020.
About the ANA
The ANA (Association of National Advertisers)’s mission is to drive growth for marketing professionals, for brands and businesses, and for the industry. Growth is foundational for all participants in the ecosystem. The ANA seeks to align those interests by leveraging the 12-point ANA Masters Circle agenda, which has been endorsed and embraced by the ANA Board of Directors and the Global CMO Growth Council. The ANA’s membership consists of more than 1,600 domestic and international companies, including over 1,000 client-side marketers and nonprofit fundraisers and 600 marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). Collectively, ANA member companies represent 20,000 brands, engage 50,000 industry professionals, and invest more than $400 billion in marketing and advertising annually.