The move comes as part of the ANA’s 2020 plan to operationalize the SeeHer movement within its structure to maximize benefits through the use of its expansive capabilities and resources.
“I am delighted to have Nadine officially on the team,” said ANA CEO Bob Liodice. “A key advocate since our launch, her appointment to this newly created position opens a new chapter in the explosive growth of the SeeHer movement, one of the ANA’s most important initiatives. Under her leadership, SeeHer will tap into all ANA business systems and expand our many partnerships to propel it to the next level.”
Founded in 2016, SeeHer’s mission is to increase accurate portrayals of girls and women in advertising, media, and entertainment, with the original goal to reduce unconscious bias and authentic portrayals by 20 percent by 2020. The group surpassed that goal in late 2018 and expanded the mission to have 80 percent of measured media bias-free by 2030. With the collective power of the world’s largest brands, that goal is possible.
“I’m excited to join the ANA to lead this important effort and to partner with marketers, agencies, and media companies,” said Karp McHugh. “With its great body of work, SeeHer has proven it drives members’ bottom-line growth, as well as being equally important for our culture. There is an incredible potential to drive widespread change that will benefit everyone.”
The SeeHer movement is grounded in data. Its Gender Equality Measure™ (GEM™) is the industry’s most influential voice for eliminating unconscious bias and increasing gender equality in advertising, marketing, media, and programming. Since its inception, the metric has been used to evaluate more than 110,000 ads in 14 global markets and top Nielsen programming. GEM is widely recognized as the gold standard in global measurement for gender equality.