THE WHAT? Procter & Gamble has announced the creation of a new platform, named Widen the Screen’, that enables and advocates for the increased inclusion of Black creators across advertising, film and television.
THE DETAILS The ‘creation, talent development and partnership’ platform includes ‘new films and initiatives that feature more diverse storytellers, combat bias against all people fuelled by misrepresentation, increase investment in Black-owned and operated media and employ more diverse creators in a way that improves their trajectory for long-term success.’
Premiered at the 2021 NAACP Image Awards, the anthem film included a call-to-action to portray a more holistic view of Black life.
P&G will also support Black creators through programs such as the Marcus Graham Project and the One Club for Creativity’s One School Initiative.
THE WHY? The platform is said to be a ‘significant expansion’ of P&G’s efforts to address racial bias and misrepresentation of people of color in the advertising industry. The company is looking to provide a runway for future expansion.
Marc Pritchard, Chief Brand Officer, Procter & Gamble, said, “While we’ve made equality a top priority within P&G and worked with other companies to do the same, we recognize that is just not enough. We have to address the systemic inequalities that exist in our industry, and that’s why ‘Widen The Screen’ is a critically important initiative, not just for P&G, but for the industry.
“In stepping up and leveling the playing field for Black creators, we will enable change that will benefit all under-represented groups and result in higher quality, more relevant film, television and advertising content that deepens our appreciation of the richness of our society.”