Procter & Gamble

Take On Race

Project

Corporate America’s silence has left a critical void in the pursuit of racial equity in the United States. Procter & Gamble has taken the initiative in leading Corporate America to address key areas of focus that lead to disparities of black and brown people. Canned Spinach was specifically requested by P&G’s Take on Race (ToR) team to create an impactful and effective digital presence for the initiative, in the form of a website. The site’s goal is to educate leaders and decision-makers in Corporate America of their duty to fight and correct these injustices, then drive them to sign up and provide the resources they need to implement change that helps eradicate racial inequities America.

Services

Strategy
User Experience Design
User Interface Design
Copywriting
Digital Marketing
Web Authoring
“While black unemployment is low by historical standards, it is still at or near what would be considered recession levels for other races.”
“While black unemployment is low by historical standards, it is still at or near what would be considered recession levels for other races.”

Agility with Quality

This P&G initiative started gaining momentum as COVID-19 further accentuated the inequities black and brown people face in America. ToR quickly needed a place to digitally direct relevant individuals and organizations to learn more about the initiative and how they can play a part in solving this problem. The site had an expedited turnaround to ensure ToR could capitalize on the timely press and attention on this subject. Canned Spinach managed the creation of the ToR website from start to finish; we focused internally on strategy and UX / UI design of the site. We managed other agencies for copywriting, development, digital marketing, and content creation.

Testimonial

When we approached Canned Spinach, we had a vision to create a robust digital presence to help define, declare, and demonstrate the role Corporate America must play in advancing racial equity. Not only were they able to help us bring that vision to life, but they also exceeded all expectations and have become an integral part of our team.

Maurice Coffey
Senior Marketing Director Corporate Marketing, Procter & Gamble
“Black people are historically too-often portrayed as the perpetrator, the prostitute, or the performer. There is significant negative connotation related to biases connected with these portrayals.”
“Black people are historically too-often portrayed as the perpetrator, the prostitute, or the performer. There is significant negative connotation related to biases connected with these portrayals.”

End Result

P&G now has a digital hub to direct marketing and sales initiatives, press mentions, and more. This digital resource will allow individuals and corporations to educate themselves about the injustices and Take On Race’s mission, see the impactful work that is currently being done by other corporations, and learn how they, too, can sign onto the initiative and start implementing change in their company and community.

Download our fact sheet.

You’ll like what you see.