AT&T Helps to Lead the SeeHer Movement to Eliminate Stereotypes in Advertising
What we see has an enormous influence on what we will be. We’re helping to lead the SeeHer movement to eliminate gender stereotypes in advertising and media. AT&T is proud to showcase our company’s 140+ year history of pioneering women in the workplace and our current efforts to improve the representation of women and girls in content, inspiring them to achieve their own greatness.
AT&T was the first SeeHer member to copy-test all our ads using the Gender Equality Measure (GEM™), which measures how Authentic, Respectful, Appropriate and Positive women and girls are portrayed. We reached the SeeHer goal of 20% improvement two years ahead of the 2020 goal and through 2019, AT&T’s has improved the portrayal of women & girls in its ads by 42%.
In 2019, AT&T partnered with the ANA to launch #SeeHerInSports, to drive discussion and actions across organizations – from leagues and teams, to advertisers and broadcasters – to level the playing field for women’s sports through increased representation, visibility, distribution and coverage.