P&G - Two Evils
For over a decade, P&G has stood firm in its commitment to champion Black beauty and culture by shining a spotlight on bias, driving dialogue and advocating for positive representation. In the wake of the current climate, P&G wanted to reinforce their commitment to the segment and sought out guidance on their response to address the rising racial tensions and social injustices targeting the Black community.
Recognizing that the Black community was under attack by two evils at once: COVID-19, the deadly virus that has disproportionally impacted communities of color. And racism, the 400-year plague that has resulted in the deaths of many named and unnamed, Black men, women and children. In order to reinforce the P&G commitment, P&G had an obligation to stand boldly, with the Black community, advocating for change in the fight against COVID-19 and racism.
The Goal.
P&G wanted to create a sustainable program for P&G to leverage as they sought to advocate and create solutions to address the disparities that affected the Black community; surrounding COVID-19 and police brutality.
The Two Evils programming needed to emphasize solutions. P&G would not just donate and continue on, business as usual. P&G would instead, lead the charge, in having candid conversations with organization and industry leaders, support the community through direct funding to local, grassroots organizations, resource routing and providing the community with direct and realistic actions to take.
The Idea.
The first step was to create awareness of the two evils impacting the Black community. In response, we created a :30 message, Two Evils, aimed to highlight the daunting statistics of the impact of COVID-19 and racism – Black people were 2.5x more likely to die from COVID-19 and 2.5x more likely to be killed by police brutality.
As an extension of Two Evils, we created #HowWe, a conversation series aimed to provide a safe space for our community to speak out on the issues and to learn how they can become active. In partnership with activists and community leaders like Tamika Mallory, Brittany Packnett Cunningham, Angela Rye and Jamilah Lemieux, MBIB tackled subjects ranging from how to get involved with the movement, the significance of voting, busting myths about COVID-19, raising awareness of the Black women impacted by police brutality, to sharing tips on how to self-care and deal with our anger and frustration in a constructive way.
The Activation.
The #HowWe series was activated as one-hour, FB & IG Live, Q&A events on MBIB channels. Support during the Q&A segments included live tweeting stand out quotes and comments to engage the MBIB Twitter audience. Post event recaps and actions steps were shared via the MBIB FB & IG channels in addition to MBIB.com. The full, live videos were posted to IGTV for future consumption.
