P&G: Powering Progress

Jorge Becerra

With a mission to support Hispanic communities, consumer goods brand P&G sought to celebrate Hispanic Heritage Month with a comprehensive new initiative to accelerate progress for Hispanic people in the US, while strengthening its reputation as a force for good.

Campaign details

Brand: Procter & Gamble (P&G) Brand owner: Procter & Gamble (P&G) Entrant company: Alma DDB MiamiIdea creation: Alma DDB Miami Market: United States Sector: Toiletries & cosmetics (general) Media channels: Print - general, Online display, Online video, Social media, Outdoor, Out-of-home, Radio & audio Budget: 500k - 1 million

Executive summary

With a mission to support Hispanic communities across a range of initiatives – be that education, social impact, employment, relief efforts, etc. – P&G sought to celebrate Hispanic Heritage Month by introducing...

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