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CBS Renews Support Of #SeeHer Initiative And Celebrates Women's History Month

Watch the new PSA campaign with CBS stars honoring seven trailblazing women.
Posted on Mar 2, 2020 | 12:25pm
ViacomCBS and its family of networks have once again committed to a robust campaign supporting the Association of National Advertisers’ (ANA) #SeeHer initiative to increase the accurate portrayal of women and girls in advertising, marketing, media, and entertainment.

WATCH: The CBS Cares #SeeHer PSAs

“#SeeHer is a movement near and dear to my heart and I am thrilled that we now have the full power of ViacomCBS to promote #SeeHer and its important mission of portraying women and girls accurately in media, advertising and marketing,” said Jo Ann Ross, President and Chief Advertising Revenue Officer, ViacomCBS Domestic Advertising Sales. “We value the opportunity to work with our brand partners, who share our passion for this mission, to help lead this movement during Women’s History Month and all year long.”

“CBS and Viacom have actively supported #SeeHer across their portfolios since our launch in 2016,” said Nadine Karp McHugh, president, ANA #SeeHer. “They leaned in early and continue to promote the movement with extensive cross-platform integrations.”

The activations planned across ViacomCBS throughout the month of March and beyond include the following:

CBS will pay tribute to seven trailblazing women who are prime examples of what it means to challenge and overcome stereotypes and biases in their industries. They will be introduced in a series of CBS CARES public service announcements in primetime on the CBS Television Network throughout March.

The honorees and CBS talent introducing them in the PSAs include:

- Cheryl Crazy Bull by CBS Evening News anchor and managing editor Norah O’Donnell
- Alejandra Y. Castillo by All Rise’s Jessica Camacho and Lindsay Mendez
- Senator Tammy Duckworth by The Talk’s Carrie Ann Inaba
- NASA astronauts Christina Koch and Jessica Meir by All Rise’s Ruthie Ann Miles
- NFL coach Katie Sowers by CBS Sports sideline reporter Tracy Wolfson
- Judge Jane Bolin by All Rise’s Marg Helgenberger and Simone Missick

These PSAs will also be featured on cbscares.tv, SeeHer.com and other CBS websites and shared on social media. In support of #SeeHer and Women’s History Month, several #SeeHer member brands will be sponsoring these extended PSAs including AT&T, Clorox, Ford, Georgia Pacific, L’Oreal, P&G and WW.

Pluto TV has launched a 10-week Pop-Up channel in partnership with #SeeHer. The premium, curated channel will offer viewers 40+ hours of programming featuring accurate and strong portrayals of women from programming spanning the ViacomCBS portfolio and beyond, including Younger, Broad City, Hot in Cleveland and Being Mary Jane, among others. Brand partners supporting the channel on behalf of #SeeHer include Hershey’s, Verizon and WW.

Three unique PSAs will air across MTV, VH1, CMT, Comedy Central, TV Land and Paramount. The first, featuring Bebe Rexha, launched on Feb. 1. This content was also distributed socially on MTV and CMT’s Facebook pages and VH1 and CMT’s Twitter handles. Brand partners supporting this campaign include AT&T, Johnson & Johnson, Unilever, P&G, Hershey, Kellogg’s, L’OrĂ©al and Walmart.

To learn more about CBS Cares, visit cbscares.tv.