Girls not only run the world—to borrow a phrase from Beyoncé—but they fund it, too. That’s the theme behind the Association of National Advertisers’ first-ever ad campaign for SeeHer, a global movement to ensure accurate representation of women and girls in media, marketing, advertising and entertainment.

Created with agency Curiosity, “She Matters: Bottom Line” focuses on the spending power and economic impact of women and girls through the eyes of Gen Alpha.

The campaign spot above, directed by Korean-Mexican sisters Kayla and Krista Kummerl, shows how diverse young girls work hard for their money—through a lemonade stand, mowing a neighbor’s lawn and more, then using their hard-earned funds on their favorite brands.

The campaign comes as Gen Alpha is projected to have a spending power of $5.46 trillion by 2029. Like Gen Z, it will be one of the most diverse generations. As a result, SeeHer argues they should not be ignored, especially as they will look to brands to demonstrate diverse representations of empowerment, growth and self-realization.

Also read: Inside the rise of agencies dedicated to women’s sports marketing

“Why are we still talking about representation in 2024? Only 16% of women feel they are accurately represented in the media all the time,” said Christine Guilfoyle, president of SeeHer. “There is a business and moral imperative for brands to get representation right.” 

According to SeeHer’s 2024 Gender Equality Measure (GEM) Lift study, conducted with Circana, there is a 10x sales lift across total households when women feel accurately represented in advertising.

Now, SeeHer’s mission to make sure brands honor that. 

“The more our industry embraces the organization’s tools and philosophies, the better the future will be for women and young girls, and we’re hopeful this work inspires other brands and agencies to join the movement,” said Ashley Walters, partner and chief marketing officer at Curiosity.

The work is running today (Sept. 25) through donated media on Paramount’s Times Square billboards. Afterwards, it will be live on all of SeeHer and ANA’s owned channels, events and stages, as well as any industry events where they will be presenting.

SeeHer is also working to secure additional donated media.

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