05
Sep
07

Procter & Gamble Unveils ‘My Black Is Beautiful’

CNNMoney reports…P&G/ ESSENCE Poll Reveals Overwhelming Majority of African American Women Say They are Portrayed ‘Worse’ than Other Racial Groups in the Media – P&G Elicits Support from More than 3,000 Journalists, Business and Community Leaders During 2007 National Association of Black Journalists Convention

The Procter & Gamble Company announced the launch of “My Black is Beautiful,” a program designed to ignite and support a sustained national conversation by, for and about black women. The initiative was created to serve as the catalyst for a movement that affects positive change in the way African American women are reflected in popular culture.

Results from a P&G/ ESSENCE poll show that 77 percent of African American women are “concerned” about the way they are portrayed in popular media. The vast majority, 71 percent, say they are portrayed “worse” than other racial groups in the media. Sixty-nine percent of respondents said that teens are negatively influenced by those images.

Recognizing that beauty and self-confidence are intrinsically linked, P&G will introduce “My Black is Beautiful” and release the results of the consumer survey during National Association of Black Journalists Convention (NABJ), slated for Aug. 8-12, 2007 in Las Vegas.

“‘My Black is Beautiful’ is a celebration of the personal and collective beauty of African American women and encourages them to define and promote a beauty standard that is an authentic reflection of their spirit,” said Najoh Tita Reid, P&G Multicultural Marketing Director. “We not only celebrate our own awesome beauty, but we want to empower black women to challenge those who would see or portray us otherwise.”

Key components under development include a multi-city “My Black is Beautiful” Conversation Tour and the release of a discussion guide to encourage women to facilitate or participate in a conversation cluster in their local communities. Consumers can learn about the campaign and access the booklet online at http://www.myblackisbeautiful.com, and at select retail stores and in national magazines.

Additionally, P&G has created a “My Black is Beautiful” community trust fund. P&G will continue to issue action grants to community-based organizations dedicated to the health, education and empowerment of African American young women. A grant of $50,000, underwritten by Tampax and Always, will be awarded to and shared by the W.E.B. Dubois Society, GirlSpirit-Women Song Inc. and Urban Academy in June.

“Over our 37 year history, ESSENCE has embodied the strength and beauty of African American women,” said Michelle Ebanks, President, Essence Communications Inc. “We proudly stand with P&G as they invite women across the country to come together in their homes, libraries, community centers, schools and churches to share their perspectives on the issues that are important to us.”

The integrated, multi-brand initiative is supported by Pantene Pro-V Relaxed & Natural, Cover Girl Queen Collection, Olay Definity, Crest, Secret, Tampax and Always brands and will be sustained through comprehensive brand communications, including public relations, advertising, retail promotions, event marketing and grassroots efforts.

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