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Volume 24 No. 180
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Fox Sports Joins With Advocacy Group To Support Better Depictions Of Women On TV

Fox Sports is joining with the Association of National Advertisers to "support better portrayals of women on TV," according to Brian Steinberg of VARIETY. Under an agreement struck with the ANA, Fox intends to “increase the accurate portrayal of women and girls in media” by 20% by '20. To do so, Fox will "celebrate female accomplishments and encourage conversations between adults and parents -- especially dads and daughters -- about pursuing career opportunities in the fields of science, technology, engineering, and medicine (STEM)." The efforts are "part of an initiative known as '#SeeHer.'” Fox and the ANA will "launch a 'Celebrate Her' promotional campaign featuring familiar sports moments reimagined to celebrate women in STEM." The ads will be "featured in Fox Sports’ most high-profile programming, including NFL kickoffs and pre-games, college football bowl games, and college basketball tip-offs." Several of the ads will "include appearances by Fox Sports analysts and reports." The spots will "show a high school student choosing her science school of choice; draft day festivities for college seniors who are selected to pursue science careers; female scientists being awarded the 'green lab' coat; and a ticker-tape parade to congratulate the winner of a middle school science fair" (VARIETY.com, 12/4).