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ANA REGGIE GEM Award

The ANA SeeHer REGGIE GEM Award will honor the top creative and impactful work that exemplifies the best in class accurate and authentic portrayal of women and/or girls in Brand Activation campaigns.

Gender inequality is the one inequality that is truly global in scope.

Yet, we know that marketing and media can create impactful change by addressing how women and girls are portrayed in advertising and marketing content.

Given this, the ANA’s SeeHer initiative, whose mission is to drive the accurate portrayal of women and girls in media, advertising, marketing and entertainment, has created a unique opportunity for all REGGIE Award applicants – The ANA REGGIE GEM Award.

Spotlighting the industry's change makers and influencers committed to the authentic, accurate portrayals of women and girls in their marketing efforts.

CONGRATULATIONS TO THE 2025 REGGIE GEM Award WINNERS

Gold: Logitech and Passion Point Collective for "Women Who Master & The Human Component presented by Logitech"
Silver: Mondelēz International, Inc. and Phoenix Creative Co. for "Dollar General Read with RITZ Literacy Program"
Bronze: Unilever and Arc Worldwide for "Dove - Untold Beauty Year 3"

 

REGGIE GEM Award Eligibility

Any submission into the 2025 REGGIE Awards was also able to enter the REGGIE GEM Award. A simple check box was available in the entry system to have your submission(s) considered for this award. Submissions making it to the REGGIE Second Round of the judging process were contenders for a REGGIE GEM Award. REGGIE GEM Award contenders had their creative work go through the GEM® testing process to provide a shortlist of finalists, with the REGGIE GEM Awards going to the top 3 submissions achieving the highest GEM® scores.

REGGIE GEM® Awards finalists received a full GEM® Report on their submission(s) which provided insight into the key themes and drivers of their GEM® Score.

At this time, GEM® testing was only available to SeeHer member companies, so this was an exclusive opportunity for REGGIE GEM Award entrants to obtain a complete GEM® analysis

 

Creative Requirements for a REGGIE GEM Award Submission:
  • All executions had to include women and/or girls (animated/virtual humans not applicable)
  • ONLY video creative was to be submitted - any type of VIDEO creative was acceptable. (linear, digital, or social)
  • Single, isolated, stand-alone unique full-form execution(s) as it ran in market - as the target audience experienced it - was required. (Edited versions, compilation/sizzle reels are not acceptable)
  • Each individual video creative example could not exceed two minutes.
  • Up to 2 examples were allowed
 

GEM® Background

ANA SeeHer’s mission is to increase the representation and accurate portrayal of all women and girls to achieve gender equality and drive business growth in the global marketing and media ecosystem, now and for generations to come. Launched in 2016, SeeHer is an unprecedented coalition of marketers, agencies, and media companies harnessing their collective power to set new industry standards for gender equality in the entire marketing and media ecosystem and create positive social change.

To help benchmark success, ANA SeeHer spearheaded the development of the Gender Equality Measure ( GEM®), the first research methodology that quantifies gender bias in ads and programming. GEM® has become the global gold standard for measuring unconscious bias, with over 300,000+ ads tested in 15 global markets that represent 87% of worldwide ad spend.

High GEM® scoring ads has also been proven to drive business growth:

  • Ads with positive GEM® scores drive purchase intent by 43% among total and female consumers.
  • High GEM® scores equal a 51% increase in brand reputation.
  • High GEM® scoring ads drive sales ROI by up to 10x.

 

To learn more about GEM and SeeHer, please visit: www.SeeHer.com