Campaign, Website Seeks to Build Empathy and
Connection through Focus on Bias as Experienced by Black Men in
America
Continuing the conversation from its Emmy Award-winning film
“The Talk,” Procter & Gamble (NYSE:PG) today released a new
film designed to spark reflection and conversation on racial bias
and inequality. Titled “The Look,” the film highlights bias as
experienced by many Black men in America and is available beginning
today together with educational resources at
www.talkaboutbias.com.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20190627005501/en/
“The Look,” a film highlighting bias as
experienced by many Black men in America, is available beginning
today together with educational resources at www.talkaboutbias.com.
(Photo: Business Wire)
“We want to live in a world that is equal and inclusive – in
race, gender, ethnicity, sexual identity, ability, religion and age
– but the reality is, it’s not fully equal or inclusive and one of
the core reasons is bias,” said Marc Pritchard, Chief Brand
Officer, Procter & Gamble. “Empathy can be a particularly
effective antidote to bias, and we created ‘The Look’ to change
perspectives, prompt personal introspection, and bring people
together for a conversation to ultimately change hearts and
minds.”
“The Look” follows a Black man throughout his day as he
encounters a variety of ‘looks’ that symbolize a barrier to
acceptance. In the film, the windows of a passing car are raised
after his son waves to a young girl in the back seat, occupants of
an elevator seem to shut him out as he approaches and workers in a
department store watch him with suspicion as he shops. For each
scene, historical records and contemporary stories are provided at
www.talkaboutbias.com to spark discussion and understanding on how
these small ‘looks’, whether intentional or not, can have a
potentially bigger impact. The film ends with the line ‘Let’s talk
about the look so we can see beyond it.”
“We believe we have a responsibility to use our voice in
advertising as a force for good by addressing issues like bias. As
it has already done for so many who have seen ‘The Look’, we hope
this film leads to constructive conversation, understanding and
positive action,” Pritchard added.
The film and website were produced in collaboration with
SATURDAY MORNING, a creative collective founded by executives in
the advertising industry who came together to create ideas that
bring awareness to and shift perceptions on racial bias and
injustice.
“The story of ‘The Look’ is based in the real-world experience
of thousands of Black men across the country who experience bias in
different ways, big and small, every day. This film is an
opportunity for the world to see – and feel – what it’s like to
walk in their shoes,” said Kwame Taylor-Hayford, a co-founder of
SATURDAY MORNING. “Partnering with companies like P&G on
thought-provoking and authentic work like ‘The Look’ will lead to
deeper and richer conversation that will inspire change.”
“Bias is part of the human condition, something we all have and
something we all experience. It is most frequently unconscious,
formed by generations of social norms. ‘The Look’ is designed to
constructively challenge people to look beyond what they think they
see,” said Damon Jones, Vice President, Global Communications and
Advocacy, Procter & Gamble. “Beyond highlighting bias, this
film also celebrates the strength, humanity and resilience of Black
men who are thriving amidst many obstacles. It is one part of a
comprehensive effort that will help address individual and
institutionalized bias to create meaningful change.”
Over the past year, P&G partnered with BET Networks on a
comprehensive study of Black men, called Black Men Revealed,
highlighting compelling data on prevailing narratives in media and
entertainment, including those on parental involvement,
relationship status and economic pursuits. Insights from this study
are being shared with groups across the country to enable more
accurate, positive portrayals of Black men in film, television and
news – all key factors in addressing the underlying bias in
society.
The film premiered last week at the Cannes Lions International
Festival of Creativity in France and BET Networks’ inaugural social
impact conference, META Convened by BET Networks in Los
Angeles.
“The Look” was shot by a deliberately diverse leadership-duo,
Director Anthony Mandler of Stink Films with Malik Sayeed as
Director of Photography, and is launching as part of an integrated
campaign at www.talkaboutbias.com. It will be followed by a series
of nationwide community conversations, individual and classroom
educational resources and reading guides, informative and
inspirational podcasts, virtual reality extensions and ongoing
digital and social media activities through the end of 2019. This
program is designed to go beyond simple awareness and equip and
enable individuals and communities with tools to create lasting,
substantive change.
About P&G
P&G serves consumers around the world with one of the
strongest portfolios of trusted, quality, leadership brands,
including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20190627005501/en/
Crystal Harrell Procter & Gamble Harrell.cw@pg.com
+1-513-983-4606
Liv Lewis Egami Group liv@egamigroup.com +1-917-720-5580
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