NBCUniversal’s long-running public service announcement brand The More You Know will focus on women’s empowerment for the next year.
A series of on-air and online public service announcements featuring NBCUniversal talent like Today show anchors Savannah Gurthie, Hoda Kotb and Al Roker, This Is Us’ Chris Sullivan and Project Runway’s Nina Garcia will deliver messages of women’s and girls’ empowerment, equal pay, mentorship and advice for women and girls. Each message is accompanied with the tagline “the more you see her, the more you know.” It’s a nod to the Association of National Advertisers’ SeeHer initiative, which worked with NBCUniversal to develop the announcements. SeeHer is an effort to improve the portrayal of women and girls in advertising, marketing, media and entertainment.
The messages will roll out throughout the year and are timed to the 100th anniversary of the passage of the 19th Amendment, which extended the constitutional right to vote to women. (It would not be until the passage of the Voting Rights Act in 1965 that women of color won their voting rights in the United States.)
“At NBCUniversal, we are committed to creating positive change in communities through our platforms and initiatives like ‘The More You Know,'” Hilary Smith, evp of NBCUniversal corporate communications and corporate social responsibility, said in a statement. “With 2020 being a momentous year, we’re proud to shine a light on women’s advancement through ‘The More You See Her.'”
Citi has signed on as a partner, as have P&G brands Secret Deodorant and Olay Body, which have centered much of their marketing around women’s empowerment.
“We have partnered with the ANA on SeeHer from the very beginning because we believe deeply in its mission and are thrilled to combine that with the power and history of NBCUniversal’s ‘The More You Know,'” Laura Molen, NBCUniversal’s president of advertising sales and partnerships, said in a statement. “‘The More You See Her’ will give attention to the empowerment of women like no other campaign and we are proud to bring on incredible sponsors like Citi and P&G to help us tell these stories.”
The initiative marks the first time in 30 years that the public service messages have centered on a single topic. The More You Know was founded in 1989 and has aired messages on a range of topics, including anti-bullying messaging and announcements about the importance of diversity.
The SeeHer initiative, founded in 2016, began as an effort to increase accurate portrayals of women and girls in advertising and media by 20%. In late 2018, the ANA said it had surpassed its goal, and has said that it wants to ensure that 80% of measured media does not include gender bias by 2030.
In January, SeeHer tapped former L’Oréal executive Nadine Karp McHugh to lead the organization as president.