Procter & Gamble is
SOME OF P&G’S BEST PERFORMING BRANDS HAVE THE MOST GENDER-EQUAL CAMPAIGNS. IT’S CLEAR THAT PROMOTING GENDER EQUALITY IS NOT ONLY A FORCE FOR GOOD, IT’S A FORCE FOR GROWTH.
-Marc Pritchard, Chief Brand Officer
Promoting Equality Locally and Globally
- Since 2007, P&G has spent more than $2 billion dollars annually with diverse-owned businesses and partners with WEConnect International to provide training for women entrepreneurs.
- As a founding corporate partner of LeanIn.org, P&G hosts “Lean In Circles” around the world. So far, more than 4,000 women have participated.
- P&G partners with Catalyst to offer MARC, a program that engages men in gender equality.
- As a Foundation Partner of the LEAD Network, P&G joined forces with other corporations to actively attract, retain, and advance women in the retail and consumer goods industry in Europe.
Leveraging Advertising & Communications For Equality
In 2018, P&G required that its ad agencies interview at least one female director for each new advertising project. The same year it also hosted the SheIsEqual summit with Global Citizen to advocate for the expansion of education, funding, and other opportunities to boost the number of women in media, marketing, and technology.
Below are some examples of the outstanding ways Procter & Gamble uses media and advertising to help tackle bias and motivate change:
Always produced “Like a Girl”, one of the most successful commercials of all time. Directed by Lauren Greenfield, The video changed the perception of the phrase so that 75% of people now believe it is positive as opposed to only 19% before.
#WESEEEQUALP&G launched their #WeSeeEqual campaign in 2017 to unite the entire company in its fight for gender equity. The centerpiece was a digital ad which portrayed men, women, boys, and girls defying gender stereotypes. AceMetrix ranked it 2017’s No. 1 ad focused on inclusiveness.
Generation Of FirstsAlways celebrates Saudi women who have achieved careers that have traditionally been challenged. They highlighted these achievements with a social film created by an all-female Saudi cast and crew, including the director, producer, cinematographer and production team—getting female Saudi viewers to post their own accomplishments.
Reimagining CreativityAt the 66th Cannes Lions International Festival, P&G debuted a series of innovative new creative partnerships that brings together innovators who embrace equality and inclusion.
Fairy #MAKEITFAIRIn the U.K., 70% of women still do all the household chores. So Fairy decided to remove the “y” from their iconic logo, to remind every family member to do their part and pledge to #MakeItFair.
My Black Is BeautifulP&G began the My Black is Beautiful campaign in 2006 “to spark a broader dialogue about black beauty”. In 2017, the company relaunched the initiative with the goal to celebrate cultural identity and start a conversation about racial bias. The video “The Talk” deals with issues such as police discrimination, the n-word, and racial prejudice about beauty in the U.S.
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