Widen The Screen is an expansive content creation, talent development, and partnership platform that celebrates creativity, which began by enabling Black creators to share the full richness of the Black experience. Today, the platform is helping grow our business by reaching increasingly diverse consumers by showing up for multicultural creators – both behind the camera and in front of the screen. Join us to see and share more stories.
How We HBCYOU
P&G and our brands are on the yard showing students how we HBCYOU – by serving them to and through college with superior beauty, grooming, home and laundry products they love; with partnerships and programs that amplify excellence; in culture and community that is unique to them.
Secrets, drama, and a history-making cast. Procter & Gamble invented the soap opera to connect with consumers through storytelling, and we've returned to our roots with Beyond The Gates.
Built on our legacy of innovative and inclusive advertising, this groundbreaking collaboration between P&G Studios, CBS Studios, and NAACP Ventures features the first Black cast in a soap opera in decades and brings our everyday products like Tide, Febreze and Cascade into your homes in a fresh and exciting way.
Don’t miss a single soapy second! Weekdays on CBS and streaming on Paramount+.
P&G and Tide Make Waves at Head in the Clouds
Showing up where it matters to consumers means diving into culture. That's why Tide was front and center at Head in the Clouds – North America's #1 Asian-centric music festival! Our "88cent Coin Laundry" became a vibrant hub, celebrating the "Asian Coachella" and creating fresh connections with fans.
BET Awards
For decades, our brands have been in your homes, understanding your unique needs. This deep connection fuels our commitment to not just innovate products, but to show up where it matters most. That's why P&G is thrilled to partner with the BET Awards for #CulturesBiggestNight.
P&G serves billions of diverse consumers around the world, and we remain committed to ensuring the stories we tell in our programming reflects this diversity. Widen The Screen was created in 2021 as an expansive content creation, talent development, and partnership platform celebrating creativity and enabling Black creators to share the full richness of the Black experience.
Today, it serves as a platform to tell more inclusive stories and reach more consumers in authentic and relevant ways.
Join us to see and share more stories.
EXPRESSIONS OF EVERYDAY LIFE
We are widening the spectrum of voices to share all the moments that make up the richness of their experiences – reflecting our increasingly diverse consumers and reaching more people with stories that resonate with their everyday lives.
AUTHENTIC STORYTELLING IN ADVERTISING
Our commitment to Widen The Screen extends directly into our own advertising, where we share human experiences. We've created campaigns and films such as The Talk(2017), The Look(2019), #TalkAboutBias(2020), Circumstances (2020), The Choice(2020), and The Name(2022). These stories reflect real lives and inspire empathy that leads to meaningful conversations. One of the ways we do this is by actively partnering with multicultural creators and organizations to amplify these authentic stories, ensuring a broader reach and deeper impact.
In 2018, P&G, Queen Latifah, Flavor Unit Entertainment, and Tribeca Studios launched the Queen Collective, a mentoring and talent development program designed to give multicultural filmmakers a platform to share important stories from their unique perspectives. To date, the program and its directors have produced 15 films.
The Queen Collective continues to enable more multicultural directors and other creatives than ever before to produce their original documentaries and scripted shorts, sharing their authentic stories through film.
In partnership with Procter & Gamble’s Widen The Screen, Old Spice committed to sharing the full richness of the Black experience with the brand’s popular ongoing “Men Have Skin Too” campaign. It started behind the scenes, building a team of Black marketing leads, creatives, and directors to spearhead the work, and continued in front of the camera with a full cast of Black talent.
Subsequently, Old Spice relaunched the Fresher collection: a men’s personal care line made with real ingredients that Black consumers look for in their products – like shea butter – and all the moisturizing benefits of women's products. This led to the insight that Old Spice's products are SO good for your skin, women will want to use them. And thus the “Men Have Skin Too" campaign was born.
Building on this success, Old Spice further evolved the "Men Have Skin Too" platform to authentically connect with Asian American audiences through “Finer Things.” This playful campaign was a massive hit, helping more Asian American communities discover Old Spice and widening the screen with its engaging story.
Culture of Winning: Polynesian Football Pride, a film presented and sponsored by Gillette, P&G Studios and Tua Tagovailoa and his GOAT Farm Media, dentsu entertainment, and FOX Sports’ Michael Strahan and his SMAC Entertainment, dives into the heart of Polynesian culture, celebrating the values that drive success on and off the field and connect with communities.
Empire Waist
Empire Waist is an inspiring film that champions body positivity and self-acceptance through inclusive fashion design. In addition to the film, P&G, through P&G Studios and Gillette Venus, presented the Empire Waist Confidence Curriculum. This free, film-inspired resource helps individuals and families discuss important topics like body image, self-esteem, and anxiety.
By telling stories like Empire Waist and providing tools for meaningful conversation, P&G continues to widen the screen in ways where everyone can see themselves reflected.
Harder Than You Think
Sharing Stories of Resilience and Determination
Through our partnership with Harder Than You Think, we’re widening the screen to authentically reflect and represent people’s experiences, from the "Rising Phoenix: What Does It Take?,” podcast capturing the excitement and spirit of the Paralympic Games to the documentary Rising Pheonix: A New Revolution. Directed by Sheridan O’Donnell, a filmmaker with low vision, the film shares the incredible journeys of Paralympians, entertainers, activists and influencers who have overcome challenges and achieved their dreams.
Renee Montgomery: A Radical Act
P&G Studios and Lebron James’ production company, UNINTERRUPTED, in partnership with Mielle Organics premiered Renee Montgomery: A Radical Act on Roku Channel, America’s #1 TV streaming platform. This inspirational feature documentary is about Renee Montgomery, the first former WNBA player to be both a co-owner and an executive of a WNBA team. Both Renee and Monique Rodriguez (Mielle Founder) are ‘Natural Leaders’ in their respective industries. Watch for free on Roku Channel.
LGBTQ Storytelling
Elevating LGBTQ+ Stories and Voices
From Coded: The Hidden Love of J.C. Leyendecker recognizing the prominent illustrators work, to They Will See You, exploring the history of LGBTQ+ representation in advertising, P&G authentically reflects LGBTQ+ voices and produces award-winning films amplifying LGBTQ+ stories.
LL Cool J Works with Procter & Gamble to Help Widen The Screen for Underrepresented Creators
Hip-Hop gives a voice to the voiceless by providing a global platform for artists and creators. Rock The Bells is passionate in its pursuit of elevating and honoring this timeless culture. Together with P&G brands Gillette and My Black is Beautiful, we partnered at the sold-out Rock The Bells Festival, celebrating the 49th anniversary of Hip-Hop with breakthrough performances, production, and on-site experiences to tell authentic stories and create impactful moments lifting the powerful voices in Hip-Hop.
Procter & Gamble Supports the Stellar Awards and the Stellar TV Network
You can’t be what you can’t see. So, we’re working to Widen The Screen by partnering with Stellar TV – a Black-owned and -operated 24/7 ad-supported network, providing uplifting content driven by the culture, lifestyle, history, and music of Black America.
Representation matters. Period. We're proud to sponsor "The Color of STEM"– a docuseries that highlights people making a difference in Science, Engineering, and Math (STEM); and "Spade a Spade," a half-hour roundtable talk show that features teams of celebrities as they discuss topical news and views over a game of spades.
These Hands, produced with UNINTERRUPTED, a multi-platform sports media company on a mission to inspire greatness in every individual, including Black boys, takes you on a journey through a child's imagination as a game of catch with his father opens his mind to the possibilities of his future beyond athletics.
P&G teamed up with SATURDAY MORNING, Tribeca Studios, and multiple Black storytellers to create scripted stories of Black joy, love, and resilience, told in 8 minutes and 46 seconds.
P&G brands from Always and Tampax to Charmin and Bevel, and more are showing up where you are – including at festivals like ONE Musicfest, Essence Festival of Culture and Rock The Bells – creating experiences that elevate your celebration of joy, beauty and community.
P&G’s Widen The Screen Debuts the First 2022 Queen Collective Film at Martha’s Vineyard African American Film Festival
Team Dream is directed and produced by 2022 Queen Collective filmmaker Luchina Fisher. The documentary short follows Ann Smith, 82, and Madeline Murphy Rabb, 77, in training for the National Senior Games, where not race, gender, or Chicago's notorious weather will stop them from reaching their
dream!
At the 2023 Cannes Lions Festival of Creativity, P&G shares its journey toward greater inclusion inside, outside and system wide. Learn more about the Widen the Screen program below.
HBCU Honors, BET Awards, NAACP Image Awards, How Sweet the Sound
From celebrating academic and artistic brilliance at HBCU Honors to recognizing outstanding achievements in Black entertainment and culture at the BET and NAACP Image Awards, to amplifying the voices who make a joyful noise in the gospel community through How Sweet the Sound, P&G and our brands show up on culture's most significant stages with our partners to meet consumers where they are, celebrate their achievements, and widen the view of the joy, richness and the beauty of Black life.
P&G Returns to Our Soap Opera Roots
We have a rich legacy in the world of soap operas, having pioneered and produced many of the genre's most iconic shows for decades. Today, that legacy continues as our brands seamlessly weave into new stories, like the popular drama Beyond The Gates.
You'll find favorite P&G brands such as Febreze and Tide authentically featured, connecting with audiences through compelling storytelling while bringing our trusted brands into homes through everyday entertainment.
Diwali marks the biggest cultural moment of the year for millions of South Asians. Through our "Get Ready for Diwali" creative platform, brands like Tide, Bounty, Head & Shoulders, Secret, and Always took on a meaningful role, grounded in understanding of holiday rituals. From influencer-led spots and social content to a high-visibility Times Square activation, P&G became part of how people celebrate, driving engagement and strengthening consumer connection through cultural experiences.
