My Black is Beautiful: The Talk

Jason Jahn

Procter & Gamble's My Black is Beautiful brand targeted black audiences in the US using TV, radio, social and search, to connect with them in a more meaningful way.

Campaign details

Brand: Procter & GambleBrand owner: Procter & GambleLead agency: Hearts & Science, BBDOContributing agencies: Egami GroupCountry: North AmericaIndustries: Toiletries & cosmetics Media channels: Content marketing, Online video, Radio & audio, TelevisionBudget: 5 - 10 million

Executive summary

For black parents, "The Talk" isn't about the birds and the bees. It's a must-have conversation in which parents prepare their children to face a world with racial bias and try to protect them from the harmful effects of prejudice.

Procter & Gamble wanted to find ways to...

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