The SeeHer Lens Award
is a partnership initiative between NYF
, The Female Quotient (The FQ) and the Association of National Advertisers (ANA).
This award aims to set the standards for creative media, celebrates advertisers who are driving change via the accurate representation of women and girls and bring visibility to content that is committed to the ideals of the SeeHer
"We are inspired by the entries from all over the world and it's clear that we are becoming a more conscious creative community," says Shelley Zalis, CEO of The Female Quotient and co-founder of SeeHer
"The Let Her Run
creative powerfully amplifies SeeHer's
mission around the need for a more accurate representation of women and girls in advertising and entertainment — including sports. By sharing these messages on a global level, together we will create change," adds Zalis.
"Congratulations to the team that worked on this important creative," says Bob Liodice, CEO of ANA. "We are so proud to be part of this festival, this new award and the use of this platform to share the important message for equality through superb storytelling in advertising."
The inaugural 2021 SeeHer Lens Award
winner Let Her Run
is a film created by Africa and produced by Santería Filmes for SporTV. It aims to bring attention to unfair and damaging restrictions placed on women by athletic federations.
The winning entry illustrates the dramatic real-life sex testing in the 1960s, called 'nude parades', that many female athletes went through to prove that they were really women.
Since May 2019, World Athletics (former IAAF), had set new limits on testosterone levels in female athletes, a hormone that is naturally produced by both men and women.
They decreased the limits from 10nmol / L to 5nmol / L. IAAF Officials had decided that many women no longer qualify as female athletes and that those girls should be on medication to compete. Sex Testing has had many faces since the 1930s, and it continues to cause psychological damages to athletes.
"We have a great responsibility to drive change, to inspire people. Equality is not inevitable but a result of tireless, relentless and fearless hard work. This award is another step towards a better and equal world we all must fight for," says Nicholas Bergantin, creative director at Africa.
"It's such an honour to be awarded in the very first edition of the SeeHer Lens Award
. We really hope this award brings the changes to our society and industry that are needed," says Felipe Luchi, partner at film production company Santería Filmes.New York Festivals
film entries were reviewed by over 100 members of the New York Festivals
grand jury. Entries were judged by the SeeHer
jury panel using the SeeHer
Gender Equality Measure, the global industry standard for measuring gender bias (total and multi-cultural) in ads and programming.
The measure is used in 14 major markets around the world (representing 87% of total global ad spend) to create bias-free ads, content, media buys and media plans.
"It is no longer enough to only create an ad; we must create change. As an industry that shapes perception, we have the responsibility to play an active role in making the world a better and more equal place for women," says Mona Hassanie, SeeHer
grand jury member and strategy director at Wunderman UAE.
"The SeeHer Lens Award
by the NYF
has shown us what usually goes unnoticed. And our role as creatives should be to balance this equation and get women better represented in the ads," says Marc Storino, senior creative art director at Havas London. NYF
collaborated with graphic artist Rowan Shalit
to create the 2021 SeeHer Lens Award
Individuals are encouraged to view all the 2021 New York Festivals Advertising Awards here.
Further details regarding competition categories, rules and regulations are available here
For more information, visit www.newyorkfestivals.com
. You can also follow the NYF International Advertising Awards
or on Instagram