Cannes Lions

The Talk

HEARTS & SCIENCE, New York / PROCTER & GAMBLE / 2018

Awards:

1 Silver Cannes Lions
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Overview

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Credits

Overview

Description

Our team knew that black parents have unique conversations with their children to prepare them for systematic, sometimes unconscious biases that will inevitably affect their lives. Moments where they must address comments like, “you’re pretty…for a black girl” or emphasize how their children must work “twice as hard” as their white peers to be successful. Given the emotion of that insight, "The Talk" sought to introduce those conversations to a national audience to promote knowledge and initiate dialogue to help break down the boundaries caused by racial bias, prejudice and stereotyping and ultimately inspire empathy.

Execution

Given the powerful message fueling "The Talk," the impact had to be authentic and enduring. The conversation began through credible personalities on black-owned, national radio shows with talent like Rickey Smiley and Erica Campbell sharing experiences of racial bias. We continued with prominent TV programming known for social engagement with black audiences, including a captivating speech at the BET Awards, a donation at BET’s Black Girls Rock! and special mention from Oprah Winfrey on the finale of OWN's Queen Sugar. Finally, the conversation gracefully leapt into the broader cultural zeitgeist via a groundbreaking intertwining of advertising, entertainment, and social issues. A daring integration with ABC's “Black-ish,” with the moving 2-minute film embedded, reflected "The Talk" through generations of black families at the epicenter of an episode directly inspired by those conversations. A potent reminder of the biases that remain for black families, and the impact it has on all families.

Outcome

Our goals were to spark a conversation, promote dialogue, drive understanding and increase equality. The campaign garnered considerable success, securing more than 1.8 billion earned media impressions across more than 900 media placements.

The night of the integration on Black-ish brought “The Talk” into millions of unique households, with over 15 million views online and 4 million views on TV. It allied 25.6 million impressions on social media, generating over 100MM earned media impressions.

The message also resonated with consumers- sentiment was 95% positive and “The Talk” outperformed Ace Metrix industry norms when compared to industry leading P&G and external ads that are considered best in class. Combined efforts resulted in +1% sales growth among AA consumers versus one year ago.

More importantly, the campaign continues to impact in tangible, meaningful ways, inspiring lesson plans across schools nationwide centered around starting a dialogue about racial bias.

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