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.

REGGIE GEM Award Eligibility
Any submission into the 2025 REGGIE Awards may also enter the REGGIE GEM Award. A simple check box is 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 will be contenders for a REGGIE GEM Award. REGGIE GEM Award contenders will have 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 will receive a full GEM® Report on their submission(s) which will provide insight into the key themes and drivers of their GEM® Score.

Currently GEM^® testing is only available to SeeHer member companies, so this is an exclusive opportunity for REGGIE GEM Award entrants to obtain a complete GEM^® analysis 

 REGGIE GEM Award winners will be invited to accept their award on stage at the 2025 REGGIE Awards Gala.

Creative Requirementsfor a REGGIE GEM Award Submission: 

• All executions must include women and/or girls (animated/virtual humans not applicable) 
• ONLY video creative may be submitted - any type of VIDEO creative is 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 - is required.  (Edited versions, compilation/sizzle reels are not acceptable)
• Each individual video creative example must not exceed two minutes.
• Up to 2 examples are allowed

Fee
There is a flat fee of $350 per submission into the ANA REGGIE GEM specialty category.

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 2024 REGGIE GEM Award WINNERS

Gold: Unilever and Arc Worldwide for "Untold Beauty"
Silver: Forever 21 with Live Nation Entertainment and Rolling Loud Productions for "Forever 21 x Bunny's Bae Bar"
Bronze: NFL with 72andSunny for "Run with It"

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.

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.