Press release from Fox Sports, Dec. 4, 2017:
FOX Sports today announced that it is partnering with the Association of National Advertisers (ANA) to support its #SeeHer movement, an initiative to increase the accurate portrayal of women and girls in media 20 percent by 2020. Using its national sports platform, the FOX Sports #SeeHer partnership will celebrate female accomplishments and encourage conversations between adults/parents (especially dads) and girls/daughters about pursuing career opportunities in the fields of science, technology, engineering, and medicine (STEM).
FOX Sports and ANA will launch a co-branded “Celebrate Her” campaign, creating in-program ad spots that feature familiar sports moments that have been reimagined to celebrate women in STEM. The Celebrate Her spots will be featured in FOX Sports’ most high-profile programming, including NFL kickoffs and pre-games, college football bowl games, and college basketball tip-offs. Several of the ads will include appearances by FOX Sports analysts and reports. The program will air all year with appropriate sports programming.
“We are pleased to join forces with the ANA to encourage a different type of conversation to take place during our sports programs. Research shows that girls who are encouraged by male role models to pursue STEM are more likely to do so, and the Celebrate Her ads are an important way to galvanize those discussions,” said Sarah Tourville, Senior Vice President, Brand Activation, FOX Sports. “FOX Sports is proud to be home to many of the biggest sports champions in the world, and we are equally proud to play a role in championing the future success of young women.”
“Sports entertainment has a significant cultural impact, and watching sports is a great family activity,” added Stephen Quinn, chair of ANA AFE, which leads the initiative, and former CMO of Walmart and PepsiCo. “FOX’s creative concept will showcase how girls can excel in a variety of careers, including STEM. This will provide inspirational teachable moments for families and get men engaged in championing #SeeHer for the women and girls in their lives. We are excited to partner with FOX bringing this initiative forward. #SeeHer is committed to improving the portrayal of women in the cultural pillars supported by advertisers for the common good. Adding sports is a milestone for the movement.”
The Celebrate Her spots will depict: national signing day, featuring a high school student choosing her science school of choice; draft day festivities for college seniors who are selected to pursue science careers; female scientists being awarded the “green lab” coat; and a ticker tape parade to congratulate the winner of a middle school science fair.