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The Talk

P&G

Issue 46 | March 2018

Background

It's highly risky for any brand to take on a social issue. For P&G, the stakes were especially high as it set out to tackle the issue of bias directed at black communities. Leading up to 2016, racial bias had re-emerged as a divisive theme in the United States and, as a longtime advocate of improved lives for all, P&G felt it was important to address this. P&G wanted to reinvigorate their decade-old "My Black is Beautiful" program and create dialogue about racial bias in America that would lead to more awareness, understanding and positive outcomes.

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