AT&T has become an enthusiastic early adopter of the "GEM" score – a metric that assesses whether ads provide accurate, nuanced depictions of women and girls, rather than simply pandering to stereotypes.

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Fiona Carter, AT&T's Chief Brand Officer

"We want the 'GEM' score to be a key metric for us," Fiona Carter, AT&T's Chief Brand Officer, revealed at the Advertising Research Foundation's (ARF) 2017 Annual Conference in New York. "We're putting all our advertising, past and present, through GEM score [testing]."

The "GEM" (Gender Equality Measure) index was officially unveiled by the Association of National Advertisers' (ANA) Alliance for Family Entertainment last year as part of the wider "#SeeHer" program, which aims to deliver a 20%+ increase in realistic portrayals of females – from businesswomen and moms to schoolkids – in media and advertising by 2020.