The Procter & Gamble Company (NYSE:PG) has created an expansive content creation, talent development and partnership platform that enables and advocates for increased inclusion of Black creators across the advertising, film and television industries. Titled “Widen The Screen,” it will include new films and initiatives that feature more diverse storytellers, combat bias against all people fueled by misrepresentation, increase investment in Black-owned and operated media and employ more diverse creators in a way that improves their trajectory for long-term success.
The anthem film “Widen The Screen” premiered during the 2021 NAACP Image Awards on Saturday, March 27 with a call to action to portray a more holistic view of Black life, one that is layered, beautiful and dynamic–not one that simply reinforces commonly told stereotypes. The film, created and produced by a team of largely Black creators in collaboration with Grey and WPP's Cartwright agency, and narrated by Academy Award-winning actor Mahershala Ali, ends with the line “Let’s widen the screen to widen our view” and challenges the expectations viewers have about the characters and stories often played by Black actors – fueled by a limited view of Black Life on screen.
Content can be accessed here to help people learn about how disparities in representation behind the camera lead to misrepresentation of people and communities that fuel bias in real life.
“While we’ve made equality a top priority within P&G and worked with other companies to do the same, we recognize that is just not enough. We have to address the systemic inequalities that exist in our industry, and that’s why ‘Widen The Screen’ is a critically important initiative, not just for P&G, but for the industry,” said Marc Pritchard, chief brand officer, Procter & Gamble. “In stepping up and leveling the playing field for Black creators, we will enable change that will benefit all under-represented groups and result in higher quality, more relevant film, television and advertising content that deepens our appreciation of the richness of our society.”
“It is my hope, through this campaign, to encourage image makers to reveal the fullness of who we are as Black people. We don’t have to be ‘exceptional’ to be respected and valued. Our humanity isn’t dependent upon us being doctors, lawyers, engineers, or famous,” said Kevin Wilson, Jr., director, Widen the Screen. “Yes, we are those things, but we also take up many spaces in this world and the love we share should be depicted as well. We are more than the brutality we often see in our depictions in television and film. We are the joy we experience with loved ones and the passion we have for one another.”
"Widen The Screen" is a significant expansion of prior P&G efforts aimed at increasing inclusion and representation of people of color in the advertising industry. Building on this success, Widen the Screen will provide even greater access and opportunity to break into an industry notorious for being difficult to enter, with an immediate focus on Black creators, and runway for future expansion.
Queen Collective, P&G’s signature multicultural talent development initiative returns for its third year in 2021. A partnership with Queen Latifah, Flavor Unit Entertainment and Tribeca Studios, this effort accelerates gender and racial equality behind the camera by opening doors to the next generation of up-and-coming Black women directors through mentorship, production support, and distribution opportunities. Two films were produced in each 2019 and 2020, and P&G is doubling production in 2021, greenlighting four documentary-style productions for women filmmakers.
This summer, P&G is increasing creative output for Black creatives and filmmakers in partnership with UNINTERRUPTED and SATURDAY MORNING, Black-owned creative and production partners, to help the world see their passion, potential and power – and to tell previously untold stories. P&G and UNINTERRUPTED, an athlete empowerment brand within The SpringHill Company built by LeBron James and Maverick Carter with the mission of empowering greatness in every individual, are collaborating on a project that will take viewers on a journey of a father and his son using the power of imagination to explore a range of opportunities beyond athletics. The film and associated community programs are intended to show young Black men that they can follow and achieve their dreams outside of sports, which aligns with UNINTERRUPTED’s “More Than An Athlete” mantra. P&G’s partner for “The Look,” SATURDAY MORNING is a creative agency that brings awareness to and shifts perceptions on racial bias and injustice. With SATURDAY MORNING, Tribeca and dozens of black creatives, P&G is creating scripted stories told in 8 minutes and 46 seconds to tell life-affirming stories of joy, love, and resilience.
P&G also announced support for efforts to increase the number of Black creators entering the industry through programs like the Marcus Graham Project and the One Club for Creativity’s One School Initiative; continued support of critical talent development initiatives like ADCOLOR; and increasing investment in a broad range of Black Owned and Operated companies and media platforms. Widen The Screen also includes important collaborations with a variety of majority-owned advertising agencies and partners, as they too strengthen their efforts to ensure increased representation and inclusion.
“True inclusion leads to greater creativity and innovation, provides access to opportunity, and leads to equity in income and wealth creation. Our hope is that we will create a ripple effect and the rest of the industry will follow suit,” added Pritchard.
Full Lineup Set For AFI Fest; Official Selections Span 44 Countries, Include 9 Best International Feature Oscar Submissions
The American Film Institute (AFI) has unveiled the full lineup for this year’s AFI Fest, taking place in Los Angeles from October 23-27. Rounding out the slate of already announced titles are such highlights as September 5 directed by Tim Fehlbaum, All We Imagine As Light directed by Payal Kapadia, The Luckiest Man in America directed by Samir Oliveros (AFI Class of 2019), Zurawski v. Texas from executive producers Hillary Clinton, Chelsea Clinton and Jennifer Lawrence and directors Maisie Crow and Abbie Perrault, and Oh, Canada directed by Paul Schrader (AFI Class of 1969). A total of 158 films are set to screen at the 38th edition of AFI Fest.
Of the official selections, 48% are directed by women and non-binary filmmakers and 26% are directed by BIPOC filmmakers.
Additional festival highlights include documentaries Architecton directed by Victor Kossakovsky; Cheech & Chong’s Last Movie directed by David Bushell; Devo directed by Chris Smith about the legendary new wave provocateurs; Gaucho Gaucho directed by Michael Dweck and Gregory Kershaw; Group Therapy directed by Neil Berkeley with Emmy® winner Neil Patrick Harris and Tig Notaro; No Other Land directed by a Palestinian-Israeli team comprised of Basel Adra, Yuval Abraham, Rachel Szor and Hamdan Ballal; Pavements directed by Alex Ross Perry; and Separated directed by Errol Morris. Notable narrative titles include Black Dog (Gou Zen) directed by Guan Hu; Bonjour Tristesse directed by Durga Chew-Bose with Academy Award® nominee Chloë Sevigny; Caught By The Tides directed by Jia Zhangke; Hard Truths directed by Mike Leigh with... Read More