International telecom and technology service provider Vodafone Group plc is the newest member of SeeHer, the Association of National Advertisers’ leading global movement for gender equality in advertising and media. Vodafone joins a powerful collective of 1,000-plus top brands that control $100-plus billion in worldwide ad spend.
Vodafone has mobile operations in 25 countries, partners with mobile networks in 41 more, and has fixed broadband operations in 19 markets. Vodafone has extensive experience in connectivity, convergence, and the Internet of Things and champions mobile financial services and digital transformation in emerging markets.
“Eliminating bias in ads and content is not just a U.S. challenge, it is a global issue,” said Bob Liodice, chief executive officer of the ANA. “We are delighted that Vodafone has joined our SeeHer movement to help create a global environment where women and girls will see themselves reflected as they truly are in advertising and entertainment.”
As part of its onboarding, Vodafone has quickly adopted GEM™, a research methodology developed by SeeHer to give advertisers the ability to quantify unconscious bias in their ads and the programs in which they run their ads. Validated in the U.S. and 13 other countries, GEM™ Global provides marketers with culturally relevant data on how their consumers view advertising in terms of gender equality.
Vodafone Global Brand Director Sara Martins de Oliveira said, “Vodafone is helping to build digital societies where the benefits of technology are available to everyone. Our adverts need to reflect that vision and the insight from GEM has made us more aware of new ways we can continue to improve portrayals of women in our advertising as well as improve our ROI.”
Since the launch of GEM™ Global in late 2018, the metric has been utilized in numerous markets across the world by SeeHer transnational members ABInBev, Citi, Procter & Gamble, and now Vodafone.
“It’s exciting to watch our movement spread across the world,” concludes Christine Manna, president and chief operating officer, ANA. “We are gratified to have the unique collective power of ANA brands to impact positive change.”