If she can see it, she can be it.™

Founded by Academy-Award® winning actor and advocate Geena Davis, The Institute is the only research-based organization working within the media and entertainment industry to engage, educate, and influence content creators and audiences about the importance of eliminating unconditional bias,

highlighting gender balance, challenging stereotypes, creating role models and scripting a wide variety of strong female characters in entertainment and media that targets and influences children ages 11 and under.
What is the issue?
Women and girls are 51% of the population, but female characters presence is severely underrepresented in family films, Primetime TV and Kid’s television. With a male/female ratio of approximately 3:1, the message is that women and girls are not valued in our society commensurate with their true population.
Why does it matter?
Children are engaging with media up to 7-10 hours/day. Media greatly influences children’s social and cultural behaviors. Omission or negative gender stereotypes in media can generate life-long imprints that can shape feelings of self-worth and behavior.
Whatis our solution?
We are the only research-driven organization collaborating within the media and entertainment industry to expose gender imbalance, identify unconscious bias and creatively remodel characters to achieve equity.