Procter & Gamble announced its partnership with BET Networks to create a television series in support of P&G’s "My Black is Beautiful" campaign. The inaugural episode of the new TV series features a segment that salute’s First Lady Michelle Obama. P&G also paid tribute to this historic occasion as a sponsor of the BET Networks Inaugural Ball.
The "My Black is Beautiful" campaign has evolved into a nationwide movement with the launch of the national television series on BET Networks. The "My Black is Beautiful" campaign is designed to ignite and support a sustained national conversation by, for and about black women and the way they are reflected in popular culture. It also serves as a catalyst for African American women to adopt a new mindset in how they view themselves.
In addition to sponsoring the Michelle Obama "My Black is Beautiful" episode, P&G also partnered with BET Networks to sponsor a news segment spotlighting Michelle Obama, and the BET Networks Inaugural Ball on Tuesday, January 20, which was held in partnership with America’s Promise Alliance, the nation’s largest non-profit alliance dedicated to the well-being of children and youth founded by General Colin L. Powell, (Ret) and his wife Alma.
The integrated, multi-brand initiative is supported by Crest Pro-Health, Pantene Pro-V Relaxed & Natural, CoverGirl Queen Collection, Olay Definity, Always and Tampax and Beautiful Collection.