TO WIDEN OUR VIEW
Words alone won’t create change. Sustained action and investment are necessary to address the systemic bias and inequality in advertising and media. Widen The Screen is an expansive content creation, talent development, and partnership platform that celebrates creativity and enables Black creators to share the full richness of the Black experience. Only when we Widen The Screen to Widen Our View can we all broaden the spectrum of the images we see, the voices we hear, the stories we tell, and the people we understand. Fully.
This is how P&G is showing up for Black creators––both behind the camera and on the screen. Join us to seek, share, and expect more Black stories.
A TALE OF TWO EXTREMES
Black stories are too often portrayed as one extreme––either struggle or triumph. While those stories exist, they do not represent the full Black experience. What about the inside jokes and hard conversations, the honest gestures, and creative acts of rebellion? To understand the Black experience, we must showcase the whole truth.
AN EXPRESSION OF EVERYDAY BLACK LIFE
We are elevating a spectrum of Black voices to share all the moments that make up the Black experience. Black obstacles, joy, ambition, heartbreak, and love also encompass Black life––and should be expressed.
ADJUST OUR PERSONAL LENS
To move forward, we must move past what is predictable. We must widen our view and shift our perspectives to change our beliefs, understanding, and expectations about Black life.
THE PROBLEM IS CLEAR
Less than 6%
of writers, directors, and producers of U.S.-produced films are Black*
From 2007–2019, only 8 of 1,447 directors identified as Black women**
In 2019, Black characters accounted for 15.7% of all film roles**
of the top 100 films in 2019 had no Black girls/women in any speaking or named roles**
In 2018, P&G, Queen Latifah, Flavor Unit Entertainment, and Tribeca Studios launched Queen Collective, a mentoring and talent development program designed to give women filmmakers of color a platform to share important stories from their unique perspective. Now in its third year, the Queen Collective is enabling more female directors and other creatives to produce their original documentaries and share their perspective through film.
This film is a collaboration between P&G and UNINTERRUPTED, an athlete empowerment brand on a mission to empower greatness in every individual. These Hands and the associated community impact programs are a commitment to Black boys––a promise to create broader opportunities and remove the systemic barriers along the path.
In recognition of the many lives lost, we want to reclaim the time stolen from Black communities to share life-affirming stories of joy, love, and resilience. P&G teamed up with SATURDAY MORNING, Tribeca Studios, and multiple Black storytellers to create scripted stories told in 8 minutes and 46 seconds.
We are continuing to use our voice in advertising to build understanding and inspire action to combat bias and racism. P&G created campaigns such as The Talk (2017), The Look (2019), #TalkAboutBias (2020), Circumstances (2020), and The Choice (2020) that we hope will continue to fuel fruitful conversations as we all work toward a better world. For everyone.
To address the systemic investment inequalities in media and entertainment, we are increasing our investments in Black-owned and -operated media to serve Black consumers and bring awareness to impactful programming and cultural events such as Gia Peppers’ More Than That Podcast available across Radio One, AURN, & Spotset radio networks. We have partnered with Central City Productions on the Stellar Awards, and partnered with BET on the Queen Collective, the Black Men Revealed Study, the COVID relief effort Saving Our Selves, and Soledad O’Brien’s Disrupt and Dismantle investigative series.
We are also working directly with media providers to expand the number of Black-owned and -operated companies on P&G’s roster to improve our brands’ media performance and level the playing field through full transparency in media buying and measurement.
CONTRIBUTE TO THE PIPELINE
We are increasing diversity of storytelling and the pipeline of creators by providing training, mentorships, distribution, and opportunities to build their project portfolios. We are supporting the LAGRANT Foundation and actively working with BLAC, the Marcus Graham Project, The ONE Club’s ONE School, and others to help a new generation of Black creatives excel in the industry.
SUPPORT BLACK TALENT
We are supporting the growth and development of talent already in the industry, but we know we cannot do it alone. We are working closely with P&G’s business partners and creative agencies who share this commitment. We are all increasing the diversity of people working on our business through recruiting, career development, training opportunities, and employment. We utilize resources such as ADCOLOR, the Alliance for Inclusive Multicultural Marketing (AIMM), and CannesCan: Diversity Collective to identify and remove barriers and add more Black-owned agencies and media companies to P&G’s roster.
SOME OF OUR BLACK-OWNED PARTNERS
Our work in facing systemic racism is never done. We encourage you to learn more about our other efforts as we stand up for equality and create a better world for us all.