Our mission is to increase the percentage of accurate portrayals of women and girls in U.S. advertising and media by 20% by 2020, the 100th anniversary of women winning the right to vote. #SeeHer is a movement led by the Association of National Advertisers (ANA), the largest marketing and advertising association in the U.S.
Crayola is a 115-year-old company that’s nearly synonymous with back-to-school. But even though it’s an iconic brand, it also manages to generate fresh excitement, especially with efforts like last summer’s retire-a-color campaign. Josh Kroo, Crayola’s vice president of marketing communications, recently spoke to SheReports about the challenges and opportunities of marketing a venerable brand, why inclusivity is important in its marketing and how to handle back-to-school at a company with huge market penetration.
Cisco is a B2B behemoth in the male-heavy network-infrastructure business. It’s also dedicated to using its marketing muscle to create depictions of smart, empowered women in its advertising. Karen Walker, the company’s chief marketing officer, recently spoke to SheReports about what motivates her to fight stereotypes and how a B2B brand can do that just as effectively as a consumer-facing one.
I’ve been in magazines for over 20 years. I’ve documented every trend, every cool party, every movie star, every new pair of shoes (I bought some of them, too). And that’s great, I’m lucky. But lately, as an editor, and as a woman, that isn’t enough.
#SeeHer was a major presence at the Cannes Lions International Festival of Creativity last week, arguably the most influential annual confluence of the marketing, technology, and content industries in the world.
The #SeeHer movement was born out of the need to address the persistent unconscious bias in the portrayal of women and girls in programming and advertising. The average age, race, and body type of the women depicted in content today represent just a small fraction of the female population.
As the #MeToo movement sweeps through Hollywood, there’s been plenty of talk about how people want to support women — that they absolutely value women’s voices and hope more can be heard to even out decades of inequality.