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    Africa’s “Let Her Run” For SporTV Wins Inaugural NYF SeeHer Lens Award

    By SHOOTUpdated:No Comments1525 Views
    NEW YORK --

    “Let Her Run”–a compelling film created by the Africa agency and produced by Santería Filmes for SporTV to bring attention to unfair and damaging restrictions placed on women by athletic federations–has won the inaugural SeeHer Lens Award in the New York Festivals International Advertising Awards competition. 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.

    The SeeHer Lens Award honors best-in-class creative film work submitted to the 2021 competition that exemplifies gender equality and accurate portrayals of women and girls in advertising. 

    The SeeHer Lens Award is a partnership between NYF, The Female Quotient (The FQ), and the ANA. This award sets the standards for creative media, celebrates advertisers who are driving change via the accurate representation of women and girls and brings visibility to content that is committed to the ideals of the SeeHer movement.

    “See Her Run” addresses a major issue. Since May 2019, World Athletics, formerly known as the International Amateur Athletic Federation (IAAF), had set new limits of testosterone levels in female athletes. That’s a hormone naturally produced by both men and women. World Athletics decreased the limits from 10 nmol/L to 5 nmol/L. 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 girls that just want to run.

    “We have a great responsibility to drive change. To inspire people. Equality is not inevitable, but a result of a tireless, relentless, and fearless hard work. This award is another step towards a better and equal world we all must fight for,” said Nicholas Bergantin, creative director, Africa.

    “It’s such an honor 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,” said Felipe Luchi, partner at film production company, Santería Filmes.

    Shelley Zalis, CEO, The Female Quotient, and co-founder, SeeHer. stated, “We are inspired by the entries from all over the world and it’s clear that we are becoming a more conscious creative community. The ‘Let Her Run’ creative powerfully amplifies SeeHer’s mission around the need for 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.”

    “Congratulations to the team that worked on this important creative,” added Bob Liodice, ANA CEO. “We are so proud to be part of this festival, this new award and use this platform to share the important message for equality through superb storytelling in advertising.”

    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, (GEM®), the global industry standard for measuring gender bias (total and multi-cultural) in ads and programming.  GEM® 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. Thanks to The SeeHer Lens initiative for fueling this long overdue change in how women are represented in ads,” said SeeHer Grand Jury member, Mona Hassanie, Strategy Director, Wunderman UAE.

    “The See Her 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.” noted Marc Storino, sr. creative art director, Havas London

    New York Festivals collaborated with graphic artist Rowan Shalit to create the 2021 NYFA “SeeHer Lens” Award logo graphic.

    Tags:AfricaLet Her RunNew York Festivals International Advertising AwardsSeeHer Lens AwardThe Female Quotient



    Meta nixes diversity and inclusion program as it prepares for second Trump administration

    Friday, January 10, 2025
    Meta CEO Mark Zuckerberg speaks during the tech giant's Connect developer conference in Menlo Park, Calif., Sept. 27, 2023. (AP Photo/Godofredo A. Vásquez, File)

    Joining companies such as John Deere and Walmart, Facebook and Instagram's parent company Meta Platforms Inc. is getting rid of its diversity, equity and inclusion program that includes hiring, training and picking vendors, a company spokesperson confirmed on Friday.

    The move, which was first reported by Axios, comes on the heels of the social media giant's decision to end its third-party fact-checking program and scale back policies on hate speech and abuse.

    Citing an internal memo sent to employees, Axios said the Menlo Park, California-based tech giant said the U.S. Supreme Court "has recently made decisions signaling a shift in how courts will approach DEI. … The term 'DEI' has also become charged, in part because it is understood by some as a practice that suggests preferential treatment of some groups over others."

    In practice, this means Meta will no longer have a team focused on diversity and inclusion and the company said it will instead "focus on how to apply fair and consistent practices that mitigate bias for all, no matter your background."

    The company will also end its "diverse slate approach" to hiring, which meant that a diverse pool of candidates was considered for every open position.

    Other companies that have ended DEI programs recently include McDonald's, automaker Ford, Walmart and farm equipment maker John Deere.

    Amazon also said it is halting some of its DEI programs, although it did not specify which ones. In a Dec. 16 memo to employees that Amazon shared on Friday, Candi Castleberry, a senior human resources executive, said the company has been "winding down outdated programs and materials, and we're aiming to complete that by the end of 2024."

    "We also know there will always be... Read More

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