SeeHer Initiative Sets New 2030 Goal for Bias-Free Media
The SeeHer initiative, launched in 2016 by the Association of National Advertisers (ANA), aims to enhance the portrayal of women in news media. Initially targeting a 20% improvement by 2020, the initiative has since expanded its scope and timeline. In 2019, SeeHer broadened its mission to strive for an 80% bias-free news ecosystem by 2030. To achieve this, the initiative offers toolkits to assess creative content for unconscious bias in news advertisements. Remarkably, SeeHer reached its 2020 goal two years ahead of schedule, in late 2018. Despite the co-founder's identity remaining unknown, the initiative's impact is undeniable, setting a new standard for news media representation. The SeeHer initiative, born in 2016, has evolved significantly. With an ambitious new goal and expanded remit, it continues to influence the news media landscape, promoting more accurate and bias-free portrayals of women and girls.
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