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P&G; BET Networks Partner on Campaign

Posted: January 21, 2009

Procter & Gamble announced its partnership with BET Networks to create a television series in support of P&G's "My Black is Beautiful" campaign—an integrated, multibrand initiative supported by Crest Pro-Health, Pantene Pro-V(R) Relaxed & Natural, CoverGirl Queen Collection, Olay Definity, Always and Tampax, and Beautiful Collection.

The "My Black is Beautiful" campaign, created by a group of African-American women at P&G in 2006 has evolved into a nationwide movement with the launch of the national television series on BET Networks. It aims to ignite and support a sustained national conversation by, for and about black women and the way they are reflected in popular culture. It is also designed to serve as a catalyst for African-American women to adopt a new mindset in how they view themselves.

Results from a 2007 P&G "My Black is Beautiful" survey found that 77% of African-American women are "concerned" about the way they are portrayed in popular media. And 71% say that 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.

In addition to sponsoring the inaugural Michelle Obama "My Black is Beautiful" episode, P&G also partnered with BET Networks to sponsor a news segment spotlighting Michelle Obama, and the BET Networks Inaugural Ball on Tuesday, January 20, which was held in partnership with America's Promise Alliance, the largest nonprofit alliance dedicated to the well-being of children and youth in the U.S., and founded by General Colin L. Powell, (Ret) and his wife Alma.

"P&G is very excited about the role it played as an official supporter of the BET 2009 Inauguration activities," said Kisha Mitchell Williams, multicultural brand manager, P&G. "Through the "My Black is Beautiful" program P&G hopes to spark a national dialog among African-American women that speaks to this historic moment and its effect on African-American beauty perceptions both here in America and around the world. As the country now collectively reflects on the significance of having Michelle Obama as our first African-American First Lady, what better way to spark that conversation than to air such a poignant video in celebration of the wife of our historic 44th President, Barack Obama, the first African-American to hold the office," said Mitchell Williams.