WHEN THREE HIGH-POWERED EXECUTIVES COULDN’T FIND POSITIVE FEMALE ROLE MODELS IN THE MEDIA, THEY CREATED #SEEHER TO CHANGE THE NARRATIVE FROM WITHIN. KATIE COURIC JOINS THEIR RANKS
Patty Kerr, Gail Tifford, and Shelley Zalis are on a mission to make sure girls and women are portrayed in a positive, empowering way not only in advertising but also in storytelling across all kinds of media. Their initiative, #SeeHer, operates under the premise of “If you can see her, you can be her.” In just three years their widely adopted Gender Equality Measure (GEM) scoring system, which quantifies consumer reactions to ads and content, has triggered a positive change in the way women are represented in the U.S. advertising market. After taking GEM global last year, the trio plan to continue expanding their effect on content creation with partners like Meredith Corporation (InStyle’s parent company). Recently, they sat down to chat with journalist and #SeeHer adviser Katie Couric about reframing the industry.
KATIE COURIC: First question: How did this Blond Ambition tour get started?
This story is from the April 2019 edition of InStyle.
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This story is from the April 2019 edition of InStyle.
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