'A Woman Did That,' Says MTV's Campaign for the ANA's #SeeHer Initiative

Viacom Joins Push to Eliminate Bias Against Women in Ads and Media by 2020

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The Association of National Advertisers' #SeeHer campaign gets a new face -- rather, many new faces, in "A Woman Did That," a campaign co-created with MTV in honor of Women's History Month.

Created in-house at MTV, the campaign will feature a series of one-minute videos highlighting accomplished women including Rihanna, Olympic gold medalist Laurie Hernandez, fashion designer Lucy Jones (seen above, actress and activist Gina Rodriguez, author Amani Al-Khatahtbeh, and Iiventor and Student Keiana Cave. It will also include trivia segments highlighting fascinating bits of women's history and the struggles.

The campaign will have a concentrated kickoff on MTV this weekend, with a slate of films running from Saturday through Sunday evening. The spots will then continue to air on the channel for the rest of the month. The campaign will also extend to the network's digital and social platforms, including Snapchat Discover.

According to MTV Executive Vice President of Programming and Content Strategy Robyn DeMarco, fresh content will roll out across all platforms throughout March.

In June, the Association of National Advertisers and its Alliance for Family Entertainment debuted the #SeeHer campaign in an effort to eliminate bias against women in advertising and the media by 2020, the 100th anniversary of women's suffrage. "A Woman Did That" aims to help build awareness for the initiative. It represents MTV parent Viacom's first push for #SeeHer, but other campaigns across its suite of brands will debut throughout the year.

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About

Credits
Date
Mar 02, 2017
Agency:
MTV In-House
Client:
MTV
Category
Industry
Genre
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