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ANA Multicultural and Inclusive Marketing Excellence GEM Award Eligibility
Entries wishing to be considered will automatically be duplicated and entered into the ANA Multicultural and Inclusive Marketing Excellence GEM category. ANA Multicultural and Inclusive Marketing Excellence GEM submissions will be reviewed in a main round of judging within their selected ANA Multicultural and Inclusive Marketing Excellence GEM award category(s) and will be contenders for a GEM Award. GEM Award contenders will have their creative work go through the GEM testing process to provide a shortlist of finalists, with awards going to the top 3 submissions achieving the highest GEM® scores.
Finalists for the ANA Multicultural and Inclusive Marketing Excellence GEM Award will receive a full GEM® Report on their submission, which will provide insight into the key themes and drivers of their GEM Scores.
The entry fee for this specialty category award is $350 USD.
Note - ANA Multicultural and Inclusive Marketing Excellence GEM Award winners will be invited to accept their Award on stage at the 2026 ANA Multicultural and Inclusive Marketing Excellence Awards Gala on November 10, 2026.
Any submission into the 2026 ANA Multicultural and Inclusive Marketing Excellence Awards that includes a video creative element may also enter the ANA Multicultural and Inclusive Marketing Excellence 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 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.
Creative Requirements for a ANA Multicultural and Inclusive Marketing Excellence 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 will not be accepted.
Each individual video creative example must not exceed two minutes.
Up to 2 examples are allowed.