Campaign details

Brand: Procter & Gamble
Brand owner: Procter & Gamble
Lead agency: Hearts & Science, BBDO
Contributing agencies: Egami Group
Country: North America
Industries: Toiletries & cosmetics 
Media channels: Content marketing, Online video, Radio & audio, Television
Budget: 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 authentically connect with African-American consumers and use its advertising voice for good and growth. With that, campaign The Talk was created.

It utilized the power of entertainment, an area where people are inherently engaged and passionate, to shine a light on the vital conversations that black parents have been having with their children for generations.