LOS ANGELES (May 9, 2017) – In honor of the Mother's Day holiday, Teleflora, the world's leading floral delivery service, has announced its partnership with the Association of National Advertisers' (ANA) Alliance for Family Entertainment (AFE) in support of #SeeHer, a national industry movement to increase accurate portrayal of girls and women in media. Teleflora recently launched a special tribute to moms with a new heartfelt anthem video ad: "Just Like Her", as a part of their Mother's Day advertising campaign. The ad celebrates all the unique, yet beautiful similarities we share with mom.
Teleflora's two-minute "Just Like Her" video ad portrays the moments we realize being just like mom is something we should celebrate. Whether it's our sense of determination; or following in her footsteps through our chosen career paths; or championing her courage; we are thankful to be just like mom. The ad represents gender equality of today's moms as the brand shows women in many diverse roles, including two female firefighters.
#SeeHer's Gender Equality Measure (GEM™) scored the new "Just Like Her" ad and it earned an outstanding score of 117, well above the average index of 100. With complementary missions and the high GEM ranking, Teleflora formally joined the group, and becomes the 50th national marketer supporting #SEEHER. Teleflora's ad positively reflects the #SeeHer mission, which is to accurately portray all girls and women in media so that by 2020, they see themselves reflected as they truly are. The year 2020 commemorates the 100th anniversary of American women obtaining the right to vote. Teleflora's "Just Like Her" video ad can now be seen within the #SeeHer Ad Gallery page.
The #SeeHer initiative was announced in June 2016 by Bob Liodice, CEO of the Association of National Advertisers (ANA) at the United State of Women Summit in Washington, D.C. and has become a collective of the nation's largest advertisers and the industry's foremost advocate for sophisticated, realistic, family-themed content on traditional and digital platforms.
"We are thrilled that Teleflora's ‘Just Like Her" video ad is being honored as a top example for gender equality," said David Dancer, executive vice president, head of marketing at Teleflora. "It seems particularly fitting, as we are honoring moms everywhere this Mother's Day for their massive influence in shaping who we are, that we, as a mindful business also embrace the #SeeHer effort as a long-term partner. We look forward to collaborating with the AFE on future projects to help their vision become a reality."
"We are delighted to have Teleflora join our growing roster of marketers committed to gender equality in advertising and media," added Stephen Quinn, Chair of the AFE #SeeHer (former CMO Walmart and Pepsico.) "Their Mother's Day ad is spot on with our mission. I am looking forward to working closely with them and utilizing their extensive market insight about women customers to accelerate our goal of increasing accurate portrayal of women in girls in media 20% by 2020."
Teleflora brings together the time-honored tradition of sending flowers with the modern benefits of an advanced florist network. By tapping over 10,000 member florists in North America alone, Teleflora offers the kind of personal touches, artistry and expertise you expect from a trusted neighborhood florist—even if that neighborhood is across the country. No prepackaged flowers in nondescript boxes dropped on your doorstep—Teleflora's network of professional florists create artistic arrangements personally delivered in a vase, often on the same day. And, with the organization's pioneering "Flowers in a Gift" Collection, the recipient gets a keepsake that turns the treasured gesture of a bouquet into a lasting memento. Luxe yet affordable, aspirational yet accessible, Teleflora makes every day an occasion. Follow Teleflora on Facebook.
Despite the strides made to accurately portray women and women in the media, an unconscious bias persists against women and girls in advertising, media, and programming. The Association of National Advertisers (ANA) Alliance for Family Entertainment (AFE) launched the #SeeHer initiative in June 2016 in a joint-partnership with The Girl's Lounge, after the White House announced the elimination of gender bias in media as critical to the nation's future. The #SeeHer Initiative mission is to accurately portray all women and girls in media by 2020, the 100th anniversary of women winning the right to vote. For more information, visit www.SeeHer.com, follow us on Facebook, Twitter and Instagram.
The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, the ANA's membership includes more than 650 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA also includes the Business Marketing Association (BMA) and the Brand Activation Association (BAA) which operate as divisions of the ANA. The ANA advances the interests of marketers and promotes and protects the well-being of the marketing community. For more information, visit www.ana.net, follow us on Twitter, or join us on Facebook.
The ANA AFE is a coalition of national advertisers with more than 1,000 brands, whose members represent $40 plus billion of U.S. television ad spend. The group's mission is to find, nurture, and support high-quality content the entire family can enjoy on multiple distribution platforms. In 2016 the AFE expanded its mission to include gender equality through its #SeeHer initiative. For more information see www.SeeHer.com and www.anaafe.net.