P&G The Talk

P&G, a multi-national consumer goods corporation, launched its My Black is Beautiful (MBIB) community-building program in the US by creating a short film that highlights conversations that black parents have to have with their children about bias.

Campaign details

Brand: P&GAgency: EGAMI Group

Revitalizing a 10-Year-Old Brand

Formed at Procter & Gamble (P&G) in 2007 by a group of visionary black women, My Black is Beautiful (MBIB) is a community-building program consisting of more than 2.6 million members. MBIB was created to help positively change the conversation around black beauty by addressing the societal and cultural stigmas associated with self-image.

Leading up to the 10 year anniversary of My Black Is Beautiful, EGAMI GROUP was engaged to provide insights and counsel on how to relaunch MBIB in a way that would drive awareness and...

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