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 (NYSE: PG) 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 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.
About Procter & Gamble
Three billion times a day, P&G brands touch the lives of people around
the world. The company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers(R), Tide(R), Ariel(R),
Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R),
Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R),
Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head &
Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community
consists of over 135,000 employees working in over 80 countries
worldwide. Please visit http://www.pg.com
for the latest news and in-depth information about P&G and its brands.
About Essence Communications Inc.
Essence Communications Inc. (ECI) is the leading media and
communications company dedicated to African-American women. With a
multi-platform presence in publishing, live events, and online, the
Essence brand is "Where Black Women Come First". The company's flagship
publication, ESSENCE magazine, is the preeminent lifestyle magazine for
African-American women; generating brand extensions such as the Essence
Music Festival, Essence.com, Women Who Are Shaping the World Leadership
Summit, Window on Our Women (WOW I & II) and Smart Beauty I, II & III
consumer insights, and the Essence Book Club. For 37 years, ESSENCE
magazine, which has a readership of 7.8 million, has been the leading
source of cutting-edge information relating to every area of African-
American women's lives.
Additional information about ECI and ESSENCE is available at essence.com.
