Geena Davis teams up with Altruette to create the See Jane charm

Monday, October 10, 2011

Geena Davis has a major problem with what's on TV. Or rather, what's not on TV or the big screen. Since the end of World War II, boys have outnumbered girls in top G-rated films three-to-one. Today, males represent 80.5% of professional characters in family films, women less than 20%. But in reality, women account for 50% of the workforce. These disparities feed into gender stereotyping to a point where women's goals and aspirations diminish. Research has even found that there's a direct correlation between the amount of media a girl is exposed to and the number of career options she thinks she has. The more she watches, the fewer she thinks she has. Davis hopes to change these statistics and the way young girls see themselves portrayed in the media. 

While watching TV with her young daughter, she took notice of the absence of female roles. Upset by what she saw, she took action. Davis founded the Geena Davis Institute on Gender in Media and See Jane, its programming arm. The Institute collaborates with the entertainment industry to conduct research to bring change in the portrayal of girls and women in media. The primary focus is to break stereotypes and promote gender balance in entertainment for children under eleven.

To help support Davis and See Jane's efforts, Altruette is launching its latest charm, a vintage TV, to raise funds and awareness for the organization's work in educating and influencing change in women’s roles in the media. To celebrate the new addition to the Altruette line, Davis helped us celebrate on Thursday night at Fred Segal's ZeroMinusPlus in Santa Monica. Check out the new charm at

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