‘My Black is Beautiful’ Links P&G With NABOB Members


In late July, a multimedia campaign launched by Procter & Gamble Co. attracted the attention of many. The effort, “The Talk,” is tied to a campaign designed to start a dialogue about how Black parents should talk with their children about dealing with racial prejudice.

Some found the creative a bit too provocative, with cries of “race baiting” coming from one corner. For the most part, however, the TV effort tied to the “My Black is Beautiful” brand was heralded for its willingness to discuss race relations just weeks before a horrible weekend in Charlottesville, Va., sparked by racial division and hate groups.

The buy by P&G was a major one. And, it involved a large number of National Association of Black Owned Broadcasters (NABOB) member stations.

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Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.