NEW YORK–(BUSINESS WIRE)–MTV and the Association of National Advertisers (ANA) will kickoff
Women’s History Month with the A Woman Did That programming
initiative to help build awareness for the #SeeHer campaign and rally
fans around the movement to accurately portray women and girls in media
by the year 2020.
Beginning at 8:00 p.m. ET on Saturday, March 4, and concluding at 6:00
p.m. ET on Sunday, March 5, #SeeHer and MTV will spotlight
groundbreaking females and their achievements across business, culture,
entertainment, music, science, sports and technology, with highlight
packages and trivia segments illuminating interesting historical facts
and issues that women have faced. The campaign will extend across MTV’s
digital and social platforms including its Snapchat Discover channel
with Women’s History Month editorial content highlighting powerful and
Featured women will include:
Amani Al-Khatahtbeh: Muslimgirl.com founder and author of Muslim
Girl: Coming of Age
Keiana Cave: University of Michigan student, entrepreneur,
creator of STEM start-up MARE, and multiple patent holder
Laurie Hernandez: Olympic Gold Medalist and New York Times
Lucy Jones: Fashion designer, creator of the Seated Designs
collection, exclusively developed for the disabled, and 2016 Forbes 30
under 30 honoree
Rihanna: Multiple Grammy Award winning musician, actress, and
2017 Harvard University Humanitarian Award recipient
Gina Rodriguez: Actress, anti-bullying advocate, member of the
Hispanic College Fund Board of Directors, and #MovementMondays
Instagram inspiration poster
“The ANA is fully committed to the #SeeHer initiative, and we are
extremely proud to lead this movement for our industry. Raising
awareness of #SeeHer and our mission to promote more accurate
representation of all women and girls in media through A Woman Did
That programming during Women’s History Month is a pivotal step for
us,” said Bob Liodice, ANA CEO.
“Viacom is thrilled to partner with the ANA Alliance for Family
Entertainment (AFE) on this important initiative, and I’m personally
very passionate about advancing the #SeeHer movement,” said Amy Hyland,
executive vice president of Viacom Marketing and Partner Solutions. “A
Women Did That is the perfect message to engage MTV fans around
#SeeHer, and we know this is just the beginning of Viacom’s commitment
to this cause.”
“We are honored to bring the #SeeHer campaign to life on MTV and use the
power of our platforms to inspire our audience with these women’s
stories of ingenuity, perseverance, and success,” said Robyn DeMarco,
executive vice president of programming and content strategy at MTV.
A Woman Did That programming embodies what #SeeHer represents,”
added Gail Tifford, co-founder of #SeeHer and vice president, media and
digital engagement at Unilever North America. “We are delighted to work
with MTV and demonstrate to our industry how content creators and
marketers can work together to support such an important social issue.”
“This programming is highly inspirational and these segments give us the
opportunity to amplify #SeeHer to a very powerful audience,” said ANA
AFE Chair Stephen Quinn. “We are extremely proud of this partnership and
look forward to creating more programs together.”
The #SeeHer movement is spearheaded by the ANA, the largest marketing
and advertising association in the United States. The #SeeHer initiative
was launched in 2016 by ANA subcommittee Alliance for Family
Entertainment, the industry’s foremost advocate for sophisticated,
realistic, family-themed content on traditional and digital platforms.
#SeeHer’s mission is to lead a movement to accurately portray all women
and girls in media so that by 2020 they see themselves reflected as they
truly are. 2020 is the 100th anniversary of women gaining the
right to vote.
A Woman Did That is MTV parent company Viacom’s first campaign in
support of the #SeeHer mission. Additional programs will roll out
throughout the year across Viacom’s suite of brands.
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About the #SeeHer Initiative
Despite the strides made to accurately portray women and women in the
media, an unconscious bias persists against women and girls in
advertising, media, and programming. The Association of National
Advertisers (ANA) Alliance for Family Entertainment (AFE) launched the
#SeeHer initiative in June 2016 in a joint partnership with The Girl’s
Lounge, after the White House announced the elimination of gender bias
in media as critical to the nation’s future. The #SeeHer Initiative
mission is to accurately portray all women and girls in media by 2020,
the 100th anniversary of women winning the right to vote. For
more information, visit www.SeeHer.com,
follow us on Facebook, Twitter and Instagram.
About the Association of National Advertisers (ANA)
The ANA (Association of National Advertisers) provides leadership that
advances marketing excellence and shapes the future of the industry.
Founded in 1910, the ANA’s membership includes more than 650 companies
with 10,000 brands that collectively spend over $250 billion in
marketing and advertising. The ANA also includes the Business
Marketing Association (BMA) and the Brand
Activation Association (BAA) which operate as divisions of the ANA.
The ANA advances the interests of marketers and promotes and protects
the well-being of the marketing community. For more information, visit www.ana.net,
follow us on Twitter,
or join us on Facebook.
About the ANA Alliance for Family Entertainment (AFE)
The ANA AFE is a coalition of national advertisers with more than 850
family brands, whose members represent $35-plus billion of U.S.
television ad spend. The group’s mission is to find, nurture, and
support high-quality content the entire family can enjoy on multiple
distribution platforms. In 2016 the AFE expanded its mission to include
gender equality through its #SeeHer initiative. For more information see www.SeeHer.com
MTV is a global youth culture brand inspired by music. For more
information, check out mtvpress.com.
MTV is a unit of Viacom Inc. (NASDAQ: VIAB, VIA).