Procter & Gamble extends Widen the Screen program

Procter & Gamble extends Widen the Screen program

THE WHAT? Procter & Gamble has announced that it is expanding its Widen The Screen program to create even more opportunities for Black filmmakers and fuel inclusive investment to create systemic change across the creative industry.

THE DETAILS The accelerated action includes hosting a Creative Bootcamp program in partnership with Group Black and The Cannes Can: Diversity Collective’s Inkwell Beach at the 2022 Cannes Film Festival, partnering with Poderistas, Alma and the Hispanic Star on projects for the LatinX community and a continued commitment to widen the screen for gender equality through FREETHEWORK, which helped P&G brands get to 45 percent of advertising directed by women filmmakers, among others.

Queen Collective, a partnership between P&G, Queen Latifah, Flavor Unit Entertainment and Tribeca Studios is also returning for its fourth year with its first scripted short and five documentary shorts.  

THE WHY? Marc Pritchard, Chief Brand Officer, Procter & Gamble, declared, “Widen The Screen is a content platform that aims to increase investment in multicultural creators, the stories they create, and in diverse media spending. We started with, and continue to step up for, Black creators, but it doesn’t stop there. We are now expanding our efforts to Widen the Screen for more underrepresented creators by bringing together partners from across the industry to make systemic change and drive creativity for growth and good.”

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