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Welcome from Geena Davis

There’s a lot of inequity in the world, but we have one sector of society where the underrepresentation of marginalized groups can be fixed overnight: on screen. In the time it takes to create a TV show, movie, ad, or video game, we can change what the future looks like!

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Welcome! I’m so excited to launch our new website just in time for our 20th Anniversary!

I created this research institute 20 years ago because for the first time I saw children’s entertainment media through my toddler daughter’s eyes, and was stunned by what I didn’t see: I didn’t see an equal number of female characters, nor a fair representation of the rich diversity of our society. We partly judge our value to society by seeing ourselves reflected on-screen: “Oh, there’s someone like me! I must matter!” So where were all the girls?

Back in 2004, only 11% of popular family films had a lead female character. Fast forward, and our recent U.S. data shows that we have reached gender parity for female lead characters in family rated films, and parity for female lead and supporting characters in TV programming made specifically for kids. We are determined to make sure that sticks!

 Although we’ve also made a lot of progress in the representation of race and ethnicity, LGBTQIA characters, disabled characters, older characters, characters with different body types and mixes of all those need our urgent attention. Which is why my institute has deep relationships with studios, networks, ad agencies and creators around the world to dramatically increase representation on-screen, and to make sure diverse stories and characters are portrayed with the fullness and complexity they deserve.

There’s a lot of inequity in the world, but we have one sector of society where the underrepresentation of marginalized groups can be fixed overnight: on screen. In the time it takes to create a TV show, movie, ad, or video game, we can change what the future looks like!

Let’s make this change happen, right now. Tomorrow morning, look at the projects you’re working on and do a gender and diversity pass. Tape a sign to your office wall: No more missed opportunities! Let’s do this. And give us a call! We’re here to help!

Geena first name only

Geena Davis
Founder & Chair