Published by Target Market News
(August 20, 2017) The National Association of Black Owned Broadcasters recently reported that Procter&Gamble has placed a major media buy with a large number of NABOB member stations. The campaign is being launched in support of “The Talk,” an excellent video created by the My Black is Beautiful brand to begin a dialogue about how Black parents must converse with their children about dealing with racial prejudice. As P&G explains it:
Our newest effort is “The Talk,” a short video that depicts the inevitable conversations many Black parents have with their children about racial bias to prepare, protect and encourage them. Throughout the film there are snippets of mothers having a version of “The Talk” with their son or daughter in various situations across different decades. These depictions of “The Talk” illustrate that while times have changed, racial bias still exists.
P&G explains its reasons for creating “The Talk” as follows:
“As a corporate citizen we have a unique opportunity, and a responsibility, to use our voice and our resources for good. Through our brands, we can bring greater awareness to bias that exists in many forms, sparking conversations that motivate change, creating new expectations for people to live up to, and ultimately helping to create more equal opportunities for all. A more equal world is good for us, our consumers and our community.”
“Major corporations have an obligation to participate in improving the overall welfare of our nation. NABOB commends P&G for taking on this important issue, and doing it in such a thoughtful and constructive manner.” Said Jim Winston, President of NABOB.
The media campaign grew out of a meeting at which representatives of NABOB and the National Newspaper Publishers Association (NNPA) were invited to Cincinnati in June to meet with the marketing team at P&G to discuss “The Talk” prior to its public release. They asked NABOB to help with the development of the message for the campaign.