ANA Panel Examines How Brands Can Forge New Paths to Equality

In the same year Hughes39 illustration was published the newly formed United Nations adopted the Universal Declaration of Human Rights the first international document to assert quotthe dignity and worth of the human person and the equal rights of men and womenquotOne of the panelists Alison Lewis Chief Growth Officer at KimberlyClark noted that almost three decades earlier during World War I Kotex used Gender Equality Measure GEM which has helped business leaders make better decisions by addressing unconscious bias within media and programmingGEM measures perceptions of how female actors are portrayed in the media by asking consumers four key questionsWhat is the overall opinion of the female presentedIs she portrayed respectfullyIs she depicted inappropriatelyIs she seen as a positive role model for women and girlsLewis said that GEM has helped her team quotcodify best practicesquot across product guidelinesamp160while depicting human truths and ensuring that people are relatable She highlighted how the GEM scores revealed that women were being portrayed well but males were portrayed in unnecessarily negative waysamp160in some KimberlyClark messagingKimberlyClark used GEM to analyze the new commercial for Huggies It uses the quotWe got you babyquot campaign tagline and shows the joy of babyhood and how Huggies the diapers and wipes brand is there to help navigate the unchartered territory of new parenthood The high GEM score for this activation indicated how this campaign accurately portrayed real life amp160focusing on quotbrands for humansquot said LewisWilliam White Chief Marketing Officer Walmart has been a longtime user of GEM and reminded the audience that given quot90 of Americans shop in a Walmart amp8230 it is a business imperative and moral imperative to reflect all the people we cater to It is critical to showcase the broad and diverse set of customers we have and enable them to see themselves in the worldquotWalmart is also a big supporter of minorityowned media and creative organizations and has conducted SeeHer workshops to educate internal teams on best practices related to inclusion and belonging The company launched a campaign to salute their diverse workforce and acknowledge their dedication as part of the quotDear Associatequot programIn the world of sports Julie Yufe Head of Growth Markets Europe at AB InBevAnheuserBusch shared how the company shone a light on the power of women39s soccer in Argentina through its quotRewatchquot campaign When the women39s soccer derby was rescheduled for a Tuesday afternoon the Quilmes brand bought two hours on TNT sports to broadcast the game in primetime garnering the highest rating in women39s football in history and driving more than 14 million impressions quotIt was not only the right thing to do but it also paid off in sales uplift and creative return with lift in sales between two to five times higher than baselinequot Yufe saidIn addition Yufe explained how the Michelob ULTRA brand is focused on the beliefamp160that every athlete deserves to experience an equal level of joy in sports Needless to say women39s sports don39t always receive the equivalent level of coverage in the media as men39s sports That39s one reason why female athletes don39t earn as much as their male counterparts To address this Michelob ULTRA has committed 100 million over the next five years to increase visibility for women39s sports throughDedicating 50 of its lifestyle media inventory to content that features female athletes and women39s sports by 2025Representing female and male athletes equally in all advertising creative moving forwardEnsuring equal representation of female and male athletes on the Team ULTRA talent and influencer rosterMichelob ULTRA has also increased female representation on the Team ULTRA talent and influencer roster by signing athletes like Serena Williams and Alex MorganAnother brand that has used the GEM metric to drive exceptional results is Verizon Andrew McKechnie Chief Creative Officer for the company said his team quothas used GEM in all copy testing as a way for us to gut check and adjust along the way Verizon is scoring above average on the accurate portrayal of womenquotMcKechnie discussed a special Verizon Oscar campaign featuring a member of the Navajo Nation Shandiin In the ad Shandiin explained how COVID19 threatened to be yet another major challenge for Navajos The Duke University graduate worked with a team of indigenous women that helped coordinate relief for her community Shandiin credits Verizon for allowing her to deliver supplies safely and effectively to her communityAs Zalis so eloquently summed up the panel discussion quotIf you can see her you can be herquot In the words of Yara Shahidi a Black Hollywood producer who was featured in a SeeHer commercial quotIt39s the producers the women behind the screen who are able to bring the women they want to see onto the screenquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

ANA Panel Examines How Brands Can Forge New Paths to Equality

Author

Publish date

Channel

Archived in

Raquelle Zuzarte

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

ANA Panel Examines How Brands Can Forge New Paths to Equality

Enjoying This Commentary? There's More to Love

Raquelle Zuzarte

TAGS:

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

Cookies