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PROCTER & GAMBLE MY BLACK IS BEAUTIFUL ``IMAGINE A FUTURE``

PURPOSE

Procter & Gamble (P&G) is an On Purpose company with its My Black is Beautiful (MBIB) initiative making a difference in the lives of black women and girls.

CHALLENGE

The My Black is Beautiful initiative desired to make a long-term commitment to reach young black girls with strong messages of empowerment and pride that would help them in their journey to appreciate and embrace their personal beauty.

WHAT WE DID

In partnership with P&G and agency partners, EGAMI supported the development of a three-year program called Imagine a Future-designed to convince all black girls that her Black is Beautiful. To bring this message to one million young women, we secured partnerships with Black Girls Rock! and the United Negro College Fund (UNCF). Kicking off the program at Essence Festival, the two groups joined forces to educate and inspire black girls to get involved in imagining their futures. With a goal of sparking a national conversation, EGAMI tapped top African American filmmaker Lisa Cortes to produce a film featuring the story of a young black girl?s journey in Africa. Through programming and tools, the film became content used to educate girls at a grassroots level. Through this initiative, we awarded Imagine A Future scholarships and book awards to seven girls, as well as sponsored the Black Girls Rock! Queens Camp for Leadership and Excellence. As a result, 50 young black women received the opportunity to meet MBIB ambassador Tai Beauchamp at her session, Perception of Black Beauty in Media Today. Over the three-year program, EGAMI was instrumental in managing additional partnerships with the UNCF and its Empower Me Tour, hosting Girl Talk: Strength in Sisterhood Workshops to empower and educate its participants and awarding monetary scholarships to students.

RESULTS

Through heavy grassroots marketing, influencer engagement and strategic partnerships, Imagine a Future reached and educated 3.2 million black girls exceeding goal by 300%, secured more than 1,000 placements totaling 200 million media impressions, donated more than $180,000 in book awards/ scholarships, and issued $25,000 grants to community organizations.