Procter & Gamble Relaunches the “My Black is Beautiful” Campaign with “The Talk”

Procter & Gamble has become a vocal a supporter of African-American women, and its ongoing “My Black Is Beautiful” campaign, launched in 2007, just upped the ante with several short films titled “The Talk.”

The films depict the harsh realities and unique challenges of growing up black, as African-American mothers have “The Talk” with their children, while other films touch on broader issues of prejudice.

“We know that bias is not just an African American issue,” said Damon Jones, Director of Global Company Communications, Proctor & Gamble.

“It’s an issue that takes on many shapes and forms, across gender, race, age, weight, sexual orientation, and more. Our goal with ‘The Talk’ is to help raise awareness about the impact of bias. We are also hopeful that we can make progress toward a less biased future by recognizing the power of people of all backgrounds and races showing up for one another.”

“The Talk” is the official relaunch of My Black Is Beautiful, and the company worked with BBDO and minority-certified consulting firm Egami Consulting Group, P&G’s communications agency of record for My Black Is Beautiful for the past eight years, to craft the campaign.

Other films in ‘The Talk’ campaign include:

Jessica, who learned to embrace her differences and thrive in the face of rejection.

Biz, an advocate who has learned to step back and listen instead speaking up on others behalf.

Nicole, who always knew she would teach her children that black is beautiful.

Meg, who realizes it’s not always easy to recognize our privileges and biases.

In the main film, a mother talks to her daughter while driving about what to do “When you get pulled over.” The daughter responds that she is not a very good driver, but her mom explains, “This is not about you getting a ticket. This is about you not coming home.”

The film ends with another mother telling her daughter, “You are not ‘pretty for a black girl.’ You are beautiful. Period. OK?”

The spot calls on viewers to “talk about ‘the talk’ so we can end the need to have it,” followed by, “It’s time for everyone to #TalkAboutBias.”

“Great advertising opens hearts and changes minds, but doesn’t have to stop there,” said Jones.“These real-life conversations about conscious and unconscious bias are too common in homes across the country and weigh heavily on parents and children of many different backgrounds. We take seriously the opportunity to spark dialogue on what we all can do to put an end to the harmful effects of bias, and motivate true change.”

“These real-life conversations about conscious and unconscious bias are too common in homes across the country and weigh heavily on parents and children of many different backgrounds. We take seriously the opportunity to spark dialogue on what we all can do to put an end to the harmful effects of bias, and motivate true change.”

The message is a powerful one, especially when it’s from a company that operates in more than 180 countries, and whose brands serve about 4.2 billion of the 7.5 billion people on the planet.

Jones added, “At P&G, we aspire to a world free from bias, with equal voices, equal representation and equal opportunity to success for everyone—no matter who you are, who you love, or where you come from.”

Good, straight talk from a major influencer of consumers worldwide.

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