P&G takes stand against racial injustice through powerful content play

In the past few years, Procter & Gamble took a conscious call to move away from regular advertising that sells products and associate with content that deals with real social issues such as diversity and inclusion.

Last Wednesday, P&G aired powerful content pieces ‘The Choice’ and ‘Circumstances’ during the Oprah Winfrey town hall show on racism in the United States. ‘The Choice’ showcased the reality of discrimination between the lives of the Afro-Americans and the White community. ‘Circumstances’ features images of people reminding that Covid-19 doesn’t discriminate between black and white people and such differences and rage growing in the society will lead to more damage.

The Choice video:

Circumstances video:

The content pieces also call out the white people to be anti-racist rather than being indifferent. The content piece asserted that "Not being racist is not enough," and towards the end take the audience watching the content piece to a dedicated website, which has useful information around the issue.

P&G has also re-released its previous award-winning video pieces ‘The Talk’ from 2017 and ‘The Look’ focussing on the same issue of discrimination on the basis of colour and race.

For the past many weeks, several brands waded through the conversation around racism in America in support of the people standing for the cause of equality and indiscrimination after the murder of George Floyd in Minneapolis.