P&G Honors Black History Month 2024
Celebrating The Impact of Black Creativity
We honor and celebrate Black History Month and the remarkable legacy of the Black community in the United States. Black History Month 2024 recognizes the significant impact of African Americans in the arts, which come alive through Black creatives, innovators, institutions and owned and operated media companies that enrich culture and the lives of all consumers — distinctly the growing population of Black consumers.
We desire to meet the needs of Black consumers, a growing group of consumers for our brands. We collaborate with Black creatives, cultural icons and institutions and Black owned and operated partners to continue our efforts to serve Black consumers in an authentic way that best serves and supports them — in everyday life, with everyday needs — through superior brand innovation and cultural and education partnerships.
Amplifying Creative Voices
In the footsteps of those who came before them, creatives find ingenious ways to celebrate and share the joy and beauty of Black life. Five years ago, P&G launched Widen The Screen to amplify the voices of Black creatives. Together with talented creatives from around the country and our partners, we celebrate Black creative excellence; widen opportunities for Black directors, writers and other artists; expand the view of Black life; and address bias in advertising and media.
Our signature Widen The Screen program, Queen Collective, developed in partnership with Queen Latifah, Flavor Unit Entertainment and Tribeca Studios, helps create more storytelling opportunities behind the camera for diverse creators.
Queen Latifah’s recent Kennedy Center Honor for her iconic contributions to the country’s cultural landscape provides us an opportunity to expand the Queen Collective vision. In February 2023 we announced a partnership with the Kennedy Center to bring Queen Collective films to Millennium Stage in the Spring and Summer of 2024!
Together we’re inspiring a Queen Collective Movement with creators from the big screen to TV to mobile devices.
Follow us (@proctergamble) as we celebrate our fifth year of the program with the #QueenCollective All-Stars.
Supporting Cultural Institutions and Icons
We’re inspired by creative icons and institutions like LL COOL J’s Rock The Bells and ONE Music Festival that bring Black music artists to stages across the country. P&G’s support of these major moments expands Widen The Screen’s vision to include immersive brand experiences that bring together fashion, beauty, health and home essentials that everyone needs in everyday life.
One of the other ways we support cultural institutions is by collaborating with Historically Black Colleges and Universities (HBCUs) to grow spaces where Black people thrive and creativity flourishes. For generations, HBCUs have educated many of the country’s top leaders and some of the greatest artists and innovators of all time.
P&G’s longstanding partnership with UNCF supports and strengthens HBCUs and students of color. Our newest joint program, HBCYOU, shows up for students every day and supports them as they grow up and glow up throughout college and in their homes away from home. In the fall of 2023, P&G brands such as Swiffer, Febreze, Cascade and Mr. Clean equipped students with back-to-school products to help them move back on campus. Our events on the yard brought artists like DNICE and Victoria Monet to homecoming stages, celebrating students and alumni, where we gave nearly 30 $500 Book Awards on the spot. HBCYOU is also awarding more than 75 $2,500 scholarships to students at several HBCUs.
Watch some of our fun on the yard with content creator JC and students from Howard University.
Advancing Inclusive Innovation
Creativity impacts the arts and our everyday lives. Our brands deliver products that meet the needs of all our consumers and better serve consumers of color because of creative leaders and innovators. P&G’s family of innovative brands, including Bevel, King C Gillette, Mielle, My Black Is Beautiful, and Old Spice celebrate Black beauty and culture, feature inclusive redesigns for all skin and hair care needs, and are authentic and accurate in their portrayals of Black consumers.
Always Discreet recently partnered with award-winning actress Taraji P. Henson to bring awareness to and normalize the perimenopause journey and support women’s health as they navigate their changing bodies.
Watch Taraji’s candid conversations with diverse women about bringing awareness to Black women’s health.
P&G brand Febreze is first among all consumer groups in the Air Care market. With learnings from its research as the preferred brand among Black consumers, the brand focused first on Black consumers with high-performance scent needs to design superior brand experiences, while simultaneously ensuring appeal among all consumers. The resulting new Mood Collection includes three new luxurious scents designed to create moods for every room in your home. To celebrate the launch, Febreze partnered with three up-and-coming musicians to produce songs that complement each of the three Mood Collection scents, and the brand continues to reach consumers in unique and creative ways that resonate with them.
Uniting with Black Owned & Operated Media Partners
Together with our partners, we strive to create more equal education, leadership and economic opportunities for all. We drive inclusive growth through Black owned media companies, including Group Black, Central City Productions and Allen Media Group, as well as in longstanding Black operated partners, such as BET and OWN, to reach our diverse consumers with content that is relevant to and resonates with them.
With Central City Productions we’re bringing Black History Honors — a television special recognizing African American contributions to history and the important role of museums in preserving Black history — to the Stellar TV Network. The very first Black History Honors was held at the National Underground Railroad Freedom Center in P&G’s hometown of Cincinnati, Ohio. This year’s Black History Honors premieres on January 29, 2024, and will air throughout March 3, 2024.
We’re also excited to partner with Urban One, the nation’s largest African American owned broadcasting company, to sponsor this year’s URBAN ONE HONORS. Spotlighting the “Best In Black,” the awards recognize Black leaders and artists whose achievements and contributions have left an indelible mark on the arts, media, music and the community.
Watch the premiere of URBAN ONE HONORS on Sunday, February 25, at 8pm EST on TV ONE and its App via live and On Demand and Streaming.
We’re committed to partnering with leading creatives, cultural institutions and media partners to amplify Black voices, expand their visions and widen our views to better serve Black consumers. Join us throughout Black History Month and all year long as we share stories of creativity, innovation, and cultural moments.