P&G: Widen The Screen

Procter & Gamble has debuted "Widen the Screen" a new film from Grey, and its Cartwright agency, with a call to action to present a more balanced, dynamic and joyful view of Black life beyond common stereotypes. The film, created and produced by a team of largely Black creators, ends with the line, "Let’s widen the screen to widen our view." It challenges the expectations viewers have from the portrayal of Black life often seen on the screen. The film is part of Procter & Gamble’s major new initiative to challenge racial bias and racism on the screen. It includes an expanded content creation, talent development and partnership platform to support Black creators across the advertising, film and TV industry.