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ABX Helps Launch Gender Bias Metric for Ads at White House

Posted by Gary Getto on Jun 29, 2016 10:40:41 AM

ABX Joins the ANA, AFE and Others to Introduce the new Gender Equality Measure™ (GEM)

The Association of National AdvertisersAlliance for Family Entertainment (ANA AFE), and other key partners, kicked-off # SeeHer, a major initiative supported by the White House, challenging the advertising world to eliminate gender bias in advertising that is targeted at women. The goal of the initiative is to realize a 20% increase in the accurate portrayal of all girls and women in advertising by 2020, the 100 th anniversary of American women’s obtaining the vote.
 
During the conference at the White House June 15th, officials said that fixing the gender bias issue of how  women in the media are portrayed is critical to our country’s future. Major players in the initiative include ABX  Advertising Benchmark Index,  Unilever ,  The Girl’s Lounge ,  Walmart ,  P&G TIVO  and others.  

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Topics: Gender Equality Measure, Advertising Effectiveness