P&G ADDRESSES RACIAL BIAS WITH NEW FILM “THE LOOK”

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“THE LOOK” FOLLOWS a Black man throughout his day as he encounters a variety of ‘looks’ that symbolize a barrier to acceptance. In this image you see his reaction as diners chose a far-away table after being directed to sit at a table near him. (Photo: Business Wire)

Campaign, Website Seek to Build Empathy and Connection through Focus on Bias as Experienced by Black Men in America

The New 411, By Raymond Ward

Continuing the conversation from its Emmy Award-winning film “The Talk,” Procter & Gamble (NYSE: PG) recently released a new film designed to spark reflection and conversation on racial bias and inequality. Titled “The Look,” the film highlights bias as experienced by many Black men in America and is available with educational resources at www.talkaboutbias.com.

“We want to live in a world that is equal and inclusive – in race, gender, ethnicity, sexual identity, ability, religion and age – but the reality is, it’s not fully equal or inclusive and one of the core reasons is bias,” said Marc Pritchard, Chief Brand Officer, Procter & Gamble. “Empathy can be a particularly effective antidote to bias, and we created ‘The Look’ to change perspectives, prompt personal introspection, and bring people together for a conversation to ultimately change hearts and minds.”

“The Look” follows a Black man throughout his day as he encounters a variety of ‘looks’ that symbolize a barrier to acceptance. In the film, the windows of a passing car are raised after his son waves to a young girl in the back seat, occupants of an elevator seem to shut him out as he approaches and workers in a department store watch him with suspicion as he shops. For each scene, historical records and contemporary stories are provided at www.talkaboutbias.com to spark discussion and understanding on how these small ‘looks,’ whether intentional or not, can have a potentially bigger impact. The film ends with the line  “Let’s talk about the look so we can see beyond it.”

“We believe we have a responsibility to use our voice in advertising as a force for good by addressing issues like bias. As it has already done for so many who have seen ‘The Look,’ we hope this film leads to constructive conversation, understanding and positive action,” Pritchard added.

The film and website were produced in collaboration with SATURDAY MORNING, a creative collective founded by executives in the advertising industry who came together to create ideas that bring awareness to and shift perceptions on racial bias and injustice.

“The story of ‘The Look’ is based in the real-world experience of thousands of Black men across the country who experience bias in different ways, big and small, every day. This film is an opportunity for the world to see – and feel – what it’s like to walk in their shoes,” said Kwame Taylor-Hayford, a co-founder of SATURDAY MORNING. “Partnering with companies like P&G on thought-provoking and authentic work like ‘The Look’ will lead to deeper and richer conversation that will inspire change.”

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