×

OWN Partners With ANA’s #SeeHer Initiative to Improve Portrayal of Black Women on Screen (EXCLUSIVE)

The Oprah Winfrey Network has announced it is partnering with the Association of National Advertisers’ #SeeHer initiative, which aims to increase the accurate portrayal of women and girls in advertising and media, Variety has learned exclusively.

The partnership is designed to encourage and empower brands to apply an intersectional lens in ads and entertainment media to help more Black women see themselves authentically reflected in content, combining the forces of #SeeHer’s leading brands with OWN’s expertise, data, and brand that celebrates Black women.

“It’s a beautiful moment in media when national blue-chip brands support a deliberate intention to engage with Black women and boldly declare that not only do we see her, but we celebrate her,” said Sheereen Russell, group vice president of ad sales and partnership solutions at OWN. “OWN is proud of the endless ways we are reflecting her specificity, her endless expressions of beauty, her nuanced love stories, her family heritage, her triumphs, her challenges, her accomplishments, and her many conversations on our network. We are delighted to partner with SeeHer to design meaningful opportunities for all their members to engage with our audiences across our linear, digital, social and experiential platforms.”

#SeeHer co-chair and P&G chief brand officer Marc Pritchard is set to announce the partnership at the ANA Multicultural Marketing & Diversity Conference in San Diego this morning.

“Brands can be a force for good and a force for growth, and SeeHer’s partnership with OWN is a powerful way to help brands build a better world through accurate portrayals of all women and girls in advertising and media,” Pritchard said.

“Media has a profound impact on society and culture. This opportunity with OWN will illuminate the beautiful complexity of Black women and their stories,” added Knatokie M. Ford, SeeHer executive advisor for entertainment engagement and STEM

Oprah Winfrey also released the following message to herald the partnership:

 

The partnership will consist of four main elements, which are listed below:

SeeHer | See Yourself salons 

Salons will feature an intimate setting for storytellers, influencers and leading brands; and will highlight best practices for authentic storytelling.

Industry event collaborations  

SeeHer + OWN partnership and emerging resources will be highlighted on panels at relevant industry events.

Custom Content

OWN and SeeHer will work together to create custom short form content for brands that will live on-air on OWN and across multiple platforms.

 #WriteHerRight Tip Sheet

With SeeHer’s deepening emphasis on intersectionality, a custom #WriteHerRight tip sheet will be co-developed with OWN and shared with SeeHer members. For context, SeeHer launched #WriteHerRight in 2018 to support storytellers’ efforts to integrate more authentic depictions of women into their work. As part of the outreach, SeeHer produced a tip sheet for storytellers to facilitate conversation about gender equality with showrunners, actors, and network executives by bringing effective, story-building language and tools into the writers’ rooms.

More TV

  • Asa Butterfield in Netflix's Sex Education

    Netflix & Sky Strike Multi-Year Deal To Keep Streamer On Service

    Comcast-owned pay-TV operator Sky and Netflix have hammered out a new multi-year deal to keep content from the streaming giant on the service.  Under the new deal, customers of Sky’s set-top box service Sky Q will have the option to opt in for Netflix’s basic plan, which is priced locally at £5.99 ($7.99) per month. [...]

  • Paradigm Agency Cuts 30 Staff Positions,

    Paradigm Agency Cuts 30 Staff Positions, Mostly in Music

    Paradigm has made a significant cut to its staff, laying off about 30 agents and support staff or 4% of its employees, Variety has confirmed. Sources said most of the layoffs were in the music area at the agency and took place Friday.. Paradigm, which had about 700 employees prior to the layoffs, had no [...]

  • Edward Burns'Alex Cross' film premiere, Los

    Edward Burns Dramedy, Blumhouse TV Docuseries in Development at Epix

    Epix is eyeing some potential new additions on both the scripted and unscripted front. Network president Michael Wright unveiled Epix’s development slate, which includes two scripted projects and three prospective docuseries, at its Television Critics’ Association winter press tour day. One of the two scripted series hails from Edward Burns who is best known for [...]

  • Kim Kardashian WestFashion Group International's Night

    Kim Kardashian West 'Goes to War' on Mass Incarceration in Documentary Trailer (Watch)

    Kim Kardashian West is going to war on mass incarceration. Oxygen has released the trailer for her documentary “Kim Kardashian West: The Justice Project,” which sees the media personality declare that “there is a mass incarceration problem in the United States.” The two-hour documentary, premiering Sunday, April 5, captures Kardashian West as she explores the [...]

  • Prince Harry and Meghan Duchess of

    Harry and Meghan Will Give Up Royal Titles, Repay U.K. for House Renovation

    Prince Harry and Meghan Markle will lose their royal titles of “His Royal Highness” or “Her Royal Highness,” when they step back as senior members of the United Kingdom’s royal family, according to a new statement from Queen Elizabeth and Buckingham Palace. However, the duo will maintain the moniker of Duke and Duchess of Sussex. The [...]

  • Grey's Anatomy deaths

    The Top 13 ‘Grey’s Anatomy’ Deaths Ranked

    If there’s anyone that knows how to deliver a heart-wrenching death scene, it’s the team behind ABC’s “Grey’s Anatomy.” Created by Shonda Rhimes, the broadcast medical drama came out of the gate in 2005 with literal life and death stakes for its characters. Being set in a hospital meant that mortality was a constant theme [...]

  • Jeffrey Epstein

    'Surviving Jeffrey Epstein' Docuseries Gets Greenlight at Lifetime

    Lifetime has officially ordered the four-hour documentary series “Surviving Jeffrey Epstein.” The announcement was made at the Television Critics Association winter press tour on Saturday. The series was originally announced as in development last summer and is expected to air this summer on Lifetime. Hailing from Emmy-winner Robert Friedman’s Bungalow Media + Entertainment, Anne Sundberg [...]

More From Our Brands

Access exclusive content