P&G's Powerful New Anti-Racism Ad Is A Model for How Brands Should Respond

P&G's newest ad isn't selling a product. In fact, it doesn't mention the company at all, other than a logo at the end, with a link to a page on the company's website that addresses its stance on racism. We'll get to that page in a moment because it's as important as the ad. First, take a moment to watch. 

Large companies, by the nature of their size, have large platforms. As a result, they have the opportunity--and obligation--to speak to the people who are connected with their brand. They also have the ability to mobilize those same people towards action. That's become more important than ever in what can only be described as an awakening to generations of injustice towards Black Americans that has come as a result of the killing of George Floyd, Breonna Taylor, and many, many others at the hands of police officers. 

For companies, this isn't a time to look for a way to insert your company into a conversation by posting some type of compassionate statement: It's time to reconceive and rearticulate your message to be a part of the solution to racism in all its forms.

In fact, in an interview with Inc. Editor-at-Large, Kimberly Weisul, marketing expert and TV host Bonin Bough said that brands "have to say what they're doing to drive change. It has to be about what you, as an organization, are going to do, versus what you feel and the compassion you have. How are you supporting people, donating, hiring, making board appointments?"

In other words, it's time to act.

I think that's the most powerful thing about the P&G ad. It isn't just a corporate statement on how bad racism truly is (and it is). It's a call to action.

In one of the most powerful moments in an overwhelmingly moving ad, the words overlaying images of differing skin tones list what viewers can do:

"Read. Listen. Donate. Plan. March. Vote. Speak Out. Step In. Step Up."

This is a very effective ad, and when large, multinational corporations do the right thing, it's worth mentioning and pointing out. When they devote resources towards action, it's not only worth mentioning, it's worth emulating.

P&G ran earlier anti-racism ads: In 2017, it created an award-winning ad called "The Talk"about how Black parents talk to their kids about racism. Another from 2019 was called "The Look," and was about racist assumptions some white people make. (The company also created a companion site and conversation guide.)  That ad ended with "Let's talk about the look so we can see beyond it."

The new ad, called "The Choice" is not advocating simply talking. As the ad says at the end: "Now is the time to take action."

When you visit the site P&G has devoted to action, you find that the purpose is clear: "Being a passive supporter of equality is not enough." To that end, P&G is providing resources to empower people to take action, with information on how to donate and get involved with causes. 

As a small business, you're probably not able to launch a national ad campaign. That's understandable. You can, however, lead by influence in your community through your actions and by leveraging your platform and audience to do the same.

As the ad reminds us, "how you use your power is a choice." Doing nothing is also a choice. It just happens to be a choice we can no longer afford to make.