SeeHer and AT&T Launch Sports-Focused Gender Equality Scorecard to Improve the Portrayal of Women Across the Sports Industry
29 September 2022 - 01:19AM
Business Wire
The SeeHer in Sports Scorecard Powered by
AT&T is a new measurement tool to quantify gender equality in
the industry and will be utilized by brands, leagues, teams,
venues, and media organizations who work in and market to sports
consumers.
SeeHer, the leading global movement to eliminate gender bias in
media and advertising, and AT&T* have joined forces to
establish the SeeHer in Sports Scorecard Powered by AT&T. The
scorecard provides measurement tools for key stakeholders in the
industry, including brands, sports leagues, and media
organizations, to quantify and benchmark their gender equality
initiatives and programming. The information collected from the
scorecard will provide crucial insight into representation in
sports and will allow the industry to better reflect and connect
with women consumers around the globe.
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SeeHer and AT&T began working on this resource after
noticing a lack of progress in measurement and comprehensive
assessment tools focused on the representation of women in sports.
Inspired by SeeHer’s Gender Equality Measure® (GEM®), the first
data-driven methodology to identify gender bias in media, AT&T
utilized their scale and resources to help establish the scorecard.
Featuring a three-part framework across awareness, representation,
and improvement, the scorecard allows stakeholders to quantify and
benchmark their gender equality initiatives by answering a handful
of questions. Respondents are also encouraged to confidentially
share their responses with SeeHer to help establish industry-wide
benchmarks, which will drive real change for women and girls in
sports.
“The current ecosystem of inequities for women in sports is vast
and deep,” said Kellyn Smith Kenny, Chief Marketing & Growth
Officer, AT&T. “To create momentum and transformational change,
we all have a role to play. Like all great sports teams throughout
history, we must rally around a shared objective, work together,
leverage our strengths, and inspire one another to pursue
excellence. Only then will we begin to unlock what’s truly
possible.”
Established in 2019 by SeeHer, whose members include media,
marketing, and entertainment leaders, SeeHer in Sports works to
improve and increase the visibility and distribution of women
across the industry. AT&T, a member of the SeeHer movement, has
been a leading voice for SeeHer in Sports since its inception.
"Whether on the field, in the stands, watching on TV, or at
retail, women and girls are actively participating in the sports
industry. It’s time we see her represented on screen,” said
Jeannine Shao Collins, President, SeeHer, Association of National
Advertisers. “We established SeeHer in Sports to help evolve how
advertising and media include women in the conversation. This
scorecard will change how women are represented in sports.”
The scorecard can be accessed here.
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 and follow SeeHer on Instagram,
Facebook, LinkedIn, TikTok and Twitter.
*About AT&T We help more than 100 million U.S.
families, friends and neighbors connect in meaningful ways every
day. From the first phone call 140+ years ago to our 5G wireless
and multi-gig internet offerings today, we @ATT innovate to improve
lives. For more information about AT&T Inc. (NYSE:T), please
visit us at about.att.com. Investors can learn more at
investors.att.com.
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Andrea Holland andreah@wk-pr.com
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