We created a film that spans several decades, showing that while many things have changed in our world, “The Talk” has remained a grim reality for black Americans for generation after generation. The film features intimate moments where AA mothers from various eras and social classes attempt to prepare and protect their sons and daughters for the difficulties and dangers of growing up black in America. The film culminates with a call for society as a whole to be part of a larger conversation about racial bias, so that one day, black families no longer need to have “The Talk.”

Insights were developed into a 2-minute film called, “The Talk.”

Efforts launched nationally on July 27, 2017:

• Influencer Strategy: An alliance of influencers shared the film and helped shape the mission, drive awareness, launch the call-to-action, and advocate for change.

• Media Outreach: Conducted media relations to targets.

• Event Integrations: Curated partnerships with multicultural organizations to drive social conversation.

• Crisis Communications: Created a crisis preparedness strategy in anticipation of backlash.

Post launch - August 2017 – January 2018:

• Integration on ABC’s Hit Show ‘black-ish: We worked with producers from the hit show ‘black-ish on an in-show script integration.

• Influencer Engagement: Activated 54 social influencers during airing of ’black-ish show, including Kenya Barris, the show creator that garnered 406M views, 1.4MM total engagement on Facebook and Twitter.

• Creation and Promotion of “The Talk” Action Guide: To foster action, a downloadable action guide was distributed online.

Earned Media Outputs

• 1.86+ billion earned media impressions across 900+ media placements.

• Total ad equivalency of over $18.6 million.

• Viewed 15 million times online and received 4 million impressions on TV during the ‘black-ish show integration.

• Garnered top-tier media placements: CNBC, CBS News, NBC Nightly News, Forbes, The Washington Post, People and more.

• On social, “The Talk” garnered over 23.6 million impressions on MBIB owned platforms

Target Audience Outcomes

• 5,600 downloads of “The Talk” action guide between January – February 2018.

• Increased AA consumer interest in P&G.

• Partnerships with multicultural organizations featuring “The Talk” aimed to drive engagement with thousands. Organizations included: Black Girls Rock!, BET Leading Women Defined and United Negro College.

• . The campaign resonated with Black mothers as it conveyed an understanding of their lives.

Business Outcomes

• The objective was to promote dialogue, drive understanding and increase equality. Consumer sentiment was 95% positive and “The Talk” outperformed Ace Metrix industry norms when compared to P&G and external ads that are considered best in class.

• Since “The Talk” launch, we have seen conversations about racial bias raise to the top on ABC shows including Greys Anatomy. National education programs have been using the video and action guide to inspire dialogue.

• ‘The Talk’ complemented P&G’s commitment to winning with AA consumers. Combined efforts resulted in +1% sales growth among AA consumers versus IYA and maintained stable penetration among AA households.