• August 10, 2007

Procter & Gamble is launching a new program directed at African-American women that the company says is consequent to research suggesting those women think they are represented poorly in mainstream media.

The effort, "My Black is Beautiful," is designed to "ignite and support a sustained national conversation by, for and about black women," per the Cincinnati-based company--which says it hopes the effort catalyzes improvements in how African-American women are reflected in popular culture.

The company says the campaign will be supported by its Pantene Pro-V Relaxed & Natural brand, Cover Girl Queen Collection, Olay Definity, Crest, Secret, Tampax and Always brands via public relations, advertising, retail promotions, event marketing and grassroots efforts.

The campaign includes a multi-city tour, national print campaign that includes a discussion-guide booklet to encourage women to facilitate or participate in a conversation cluster in their local communities. The booklet also will be given away at the tour and at myblackisbeautiful.com and retail stores.

The company says the poll it commissioned with Essence magazine finds that 77% of African-American women are "concerned" about the way they are portrayed in popular media.

The vast majority--71%--say they are portrayed "worse" than other racial groups in the media, with nearly as many saying teens are negatively affected by mainstream media messages about African-Americans.

--Karl Greenberg