Leading media entities, including AMC Networks and Paramount, will provide insights for this first-of-its-kind custom guide to launch later this year
LOS ANGELES, May 23, 2022 – SeeHer, the largest global movement to eliminate gender bias in advertising and entertainment, and Gold House, the leading Asian and Pacific Islander changemaker community, are proud to announce a new partnership highlighting the importance of increasing accurate portrayals of Asian American and Pacific Islander (AAPI) women and girls in advertising and entertainment. Together, they will develop an AAPI #WriteHerRight storytelling guide that features key insights to empower brands and storytellers to apply an intersectional lens to their work and help AAPI women and girls see themselves authentically reflected in content.
A recent survey showed that 73% of Asian women feel that persisting stereotypes are the biggest barrier to gender equality. Further, only 18% of AAPI women say women are shown as successful. To help change this narrative, the AAPI #WriteHerRight guide will provide creative teams in advertising and entertainment resources that bring awareness to potential blind spots and unconscious biases. The guide will also illuminate the immense opportunity that lies in authentic representation and will emphasize the need to invest in AAPI female talent in front of and behind the camera.
“Storytellers have the power and responsibility to reflect their audiences with authenticity,” said Jeannine Shao Collins, president, SeeHer, Association of National Advertisers. “This guide will help foster nuanced reflections of women and girls across diverse AAPI communities, so they can see themselves and their limitless potential. I am very proud to be working with Gold House to spearhead this initiative.”
“What we see and hear changes what we believe which directly impacts who we can become,” said Rose Yan, Head of Marketing, Gold House. “Projecting authentic, affirming portrayals of the AAPI community—especially women—on big and tiny screens, scripts and books, soundtracks and playlists, is one of the principal, critical steps to ensuring that the world we experience helps empower the world we live in.”
This will be the fourth #WriteHerRight guide developed by SeeHer. SeeHer launched the first guide, a tip sheet for showrunners on inclusive storytelling for female characters, in 2020, followed by the #WriteHerRight guide for Black female characters in partnership with OWN and the #WriteHerRight guide for Latina characters in partnership with NBCUniversal Telemundo in 2021.
SeeHer members AMC Networks and Paramount are the first media partners who have formally committed to participating in the guide, with additional members expected to join as the resource is being developed.
The guide was announced on May 21 during Gold House’s inaugural Gold Gala in Los Angeles, which was a historic cross-industry gathering of API leaders and luminaries. The event celebrated Gold House’s 2022 A100 List, the organization’s annual award honoring the most influential API leaders in American society and culture. During the event, SeeHer showcased a SeeHer PSA featuring Olympic gold medalist Sunisa Lee, produced by Velocity, Paramount’s in-house branded content studio, that is currently airing across Paramount’s portfolio of networks, including MTV, VH1, CMT, Comedy Central, Paramount Network and Nickelodeon Additionally, SeeHer and Gold House honored actress Michelle Yeoh, who currently stars in A24’s Everything Everywhere All At Once, with the SeeHer Award for her work in front of and behind the camera.
About SeeHer
SeeHer is the leading global movement of media, marketing and entertainment leaders committed to the accurate depiction of women and girls in advertising and media. Launched in 2016 by the Association of National Advertisers (ANA) in partnership with The Female Quotient (The FQ), SeeHer is changing how females are portrayed in media. To help members benchmark success, SeeHer spearheaded the development of the Gender Equality Measure® (GEM®), the first research methodology that quantifies gender bias in ads and programming. GEM® proves that content accurately portraying females dramatically increases both purchase intent and brand reputation. The GEM® methodology quickly became the industry standard, winning the prestigious ESOMAR Research Effectiveness Award in 2017 and leading to its global rollout in 2018. Since 2019, the movement has expanded its verticals to include sports (SeeHer In Sports) and music (SeeHer Hear Her).
To learn more, visit SeeHer.com, follow SeeHer on social media @SeeHer (Instagram, Facebook, LinkedIn), @SeeHerOfficial (TikTok, Twitter).
About Gold House
Gold House is the leading Asian and Pacific Islander (API) changemaker community, fighting together for socioeconomic equity. Through a suite of innovative programs and platforms, the organization unites, invests in, and promotes API creatives and companies. To learn more, visit www.goldhouse.org or follow @GoldHouseCo on Instagram, Facebook, Twitter, and LinkedIn.
