Celebrating AAPI Voices:

At P&G, we're committed to serving all consumers and meeting the unique needs for all consumer groups. This comes through in everything we do - from brand innovation and authentic storytelling to partnerships focused on building thriving communities that enable all individuals and economies to flourish.

Widen The Screen, a content creation and partnership platform that aims to authentically reach more people with engaging and impactful stories, is just one of the ways we work with our partners to strengthen our connection to all consumers.

During Asian American Pacific Islander (AAPI) Month, we’re highlighting some of our long-standing partners who help tell more inclusive stories that reflect and connect with the AAPI community. These efforts promote a sense of belonging and cultivate empathy and understanding among everyone. This includes partners like The Asian American Foundation (TAAF) and Gold House, who support Asian Pacific Islander (API) voices in culture and media and help to change narratives in ways that ensure their communities are seen and understood more fully.

Amplifying AAPI Voices Through Storytelling

One recent example is the new film Culture of Winning: Polynesian Football Pride. Presented and sponsored by Gillette and co-produced by P&G Studios, Miami Dolphins’ quarterback Tua Tagovailoa and his GOAT Farm Media; dentsu entertainment; and FOX Sports’ Michael Strahan and his SMAC Entertainment, Culture of Winning celebrates Polynesian athletes and the cornerstones of their culture – faith, family, hard work and mentorship – that fuel football success on the field, while creating positive impact off the field.

P&G Studios and Gillette helped bring this powerful story to life to explore the unique challenges and triumphs of AAPI athletes in sports. The narrative connects consumers to the resilience, determination, and pursuit of excellence in the athletes’ stories which resonates with their own lives.

We were thrilled to bring Culture of Winning to the Sundance Film Festival earlier this year and to amplify Native Hawaiian and Pacific Islander (NHPI) filmmakers and storytellers through Sunrise Collective, a partnership of actor Daniel Dae Kim’s 3AD, Gold House, and TAAF. Together, we helped enable the panel conversation “NHPI Stories and Storytellers,” exploring the power and importance of supporting and amplifying authentic NHPI narratives told by and for the community. The panel featured filmmakers and talent from and throughout Pasifika who discussed preserving and sharing untold stories in an authentic way, while preparing for the future of the entertainment landscape.

Watch the trailer for Culture of Winning: Polynesian Football Pride and read more about the film on our blog.

Partnering to Support and Celebrate AAPI Communities

Telling stories that resonate with our consumers and reflect their lives often means focusing on efforts that help create ongoing dialogue, collaboration and celebration. That's why we're committed to supporting our partners in critical conversations and spaces as they do this vital work.

From the Sundance Film Festival to the Gold Storybook, we're working with partners that enable and amplify more inclusive stories. Gold House, which works as a cultural ecosystem to unite and support Asian Pacific leaders, is a key partner in this effort. P&G supports its Gold Storybook, a guide and resource hub on authentic API portrayals in media, and a roadshow for the storybook, where Gold House trains studios, brands, and other advertisers to help ensure more authentic and accurate portrayals in film, television and advertising, and contribute to more inclusive narratives.

Our partnership with The Asian American Foundation is another way we work to reflect the richness of AAPI communities. As a founding partner since TAAF's launch in 2021, P&G supports TAAF's mission to serve the AAPI community in their pursuit of belonging and prosperity, including initiatives like its Giving Challenge, a campaign to bring more resources to the AAPI community by supporting AAPI organizations across the U.S., and the annual TAAF Heritage Month Summit & Awards Dinner, for which P&G has served as a lead sponsor of the platform to celebrate AAPI achievements and connect with community leaders.

Honoring the Past, Shaping the Future: A History of Authentic Representation

There's a rich history of AAPI representation in media and culture, and P&G is proud to have played a role in supporting it. A truly historic example comes from our partnership with TAAF, which enabled Sesame Workshop to introduce Ji-Young, the first AAPI puppet on Sesame Street. This milestone helped AAPI children see themselves reflected in the show and feel a sense of belonging.

The Name, a P&G film inspired by consumer insights about the mispronunciation and misidentification of AAPI names, is another powerful example of collaboration. The Name highlights the importance of names and how pronunciation can create a sense of belonging, encouraging communities to work together to foster inclusion. TAAF was a key partner during the launch of The Name, promoting the film at their major events like Heritage Heroes, by broadcasting the film and using the phonetic spelling generator on-site. Gold House and a coalition of partners including Marvel, also played a vital role in amplifying the film's message and driving visibility.

The 2022 release of The Name was acclaimed, generating over 4 billion media impressions and sparking meaningful conversations about AAPI inclusion. TAAF continues to promote the film at their events, including the use of the phonetic spelling generator, helping people learn how to pronounce AAPI names correctly.

Supporting our partners in advancing belonging and authentic storytelling strengthens our efforts to build more inclusive communities inside and outside of P&G. With organizations like The Asian American Foundation and Gold House, we're fostering more meaningful conversations and bringing more inclusive stories to the screen to better reach and reflect everyone we serve.

Learn more about how P&G, our brands and our partners are supporting the stories of our communities and widening the screen as you explore P&G's commitment to Equality & Inclusion.