This article is part of Buoyant's ongoing series, "Brave Spaces," where we explore powerful campaigns that have broadened perspectives and contributed to a more equitable world.

The Power of Empathy: Lessons from P&G’s "The Talk" Campaign

In 2017, Procter & Gamble (P&G) launched a powerful and thought-provoking campaign titled "The Talk." Unlike the typical lighthearted commercials one might expect from consumer brands, this campaign tackled a weighty, often uncomfortable subject: the conversations Black parents have with their children about racial bias and discrimination.

Through a series of deeply moving vignettes, "The Talk" depicted Black parents across generations imparting hard-won wisdom, from “being careful with police” to “expecting to be treated differently.” P&G’s bold choice to address these realities in a commercial not only resonated with audiences but also sparked crucial conversations about racial prejudice.

This campaign is a profound example of how a brand can transcend the usual commercial space, moving beyond product promotion to reflect the lived experiences of its audience. Here, we’ll explore what made "The Talk" so effective, how it stands apart from conventional campaigns, and the valuable lessons it offers for other organizations looking to make an impact through meaningful storytelling.

Overview

P&G’s campaign, which aired on television and digital platforms, used storytelling as a tool for empathy, depicting conversations between Black parents and children. Each conversation was honest and heart-wrenching, yet familiar to many families who have navigated similar discussions. The tagline, “Let’s all talk about the talk,” invited people from all backgrounds to recognize, acknowledge, and empathize with these conversations, encouraging dialogue about a critical social issue.

Impact

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"The Talk" sparked both debate and criticism, but it clearly achieved its goals of raising awareness and fostering understanding. P&G was praised for taking a clear stand on racial bias and inequality. The message resonated with millions and deepened trust among audiences who now felt seen and heard. In a space where brands often avoid controversial issues, P&G stood firm, showing authenticity and a commitment to purpose-driven storytelling.

What Made "The Talk" Effective?

1. Empathy at the Core
‍P&G chose not to gloss over difficult truths. By showing Black parents having painful but necessary conversations, P&G gave audiences a window into the Black experience, fostering empathy and understanding. Many brands try to create emotional connections, but P&G succeeded by addressing an issue that’s typically avoided in commercials.
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2. Taking a Stand on a Social Issue
‍P&G didn’t shy away from controversy, knowing the campaign would likely evoke strong responses. It stood firm in its support for racial equity and signaled to its audience that it values human dignity and social justice. P&G was authentic and courageous, strengthening its brand loyalty among those who share its values.
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3. Storytelling that Reflects Reality
‍P&G’s campaign felt real because it was. Each vignette in "The Talk" depicted genuine interactions and emotions, resonating deeply with those who have had or anticipate similar conversations. Unlike traditional ads that may idealize family interactions, P&G embraced the complexity of these discussions, illustrating the unique cultural realities of Black families.
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4. Encouraging Broader Dialogue
‍By ending with the message, “Let’s all talk about ‘The Talk,’” P&G encouraged viewers to engage in their own discussions about race. This call to action didn’t sell products but rather facilitated a conversation. As a result, "The Talk" became more than a commercial – it became a catalyst for dialogue.
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Lessons for Organizations

1. Be Willing to Address Difficult Topics
‍Other organizations can learn from P&G’s courage in tackling a difficult subject. Rather than avoiding potentially controversial issues, brands that address social challenges with respect and empathy demonstrate a commitment to purpose, which can resonate deeply with audiences. When addressing these topics, it’s essential to approach them thoughtfully, recognizing the experiences of those affected.
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2. Lead with Empathy and Authenticity
‍P&G didn’t try to "solve" or simplify a complex issue; instead, it showed empathy by acknowledging the struggles of real people. Brands should lead with empathy, especially in campaigns that address sensitive topics. This can be achieved by involving individuals from impacted communities, telling their stories, and ensuring the campaign feels authentic and respectful.
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3. Take a Clear Stance
‍Audiences are increasingly drawn to brands that stand for something. P&G took a firm stance on racial equity, which helped strengthen trust with its audience. Organizations should consider where they stand on social issues and, when appropriate, convey these values in their campaigns.
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4. Use Storytelling to Reflect Genuine Experiences
‍Storytelling is one of the most powerful ways to connect with an audience. However, it’s essential that these stories reflect genuine experiences. Campaigns that idealize or overly simplify can come across as disingenuous. Instead, using narratives that mirror the real-world can help audiences see themselves.
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5. Invite Broader Conversations
P&G’s call to action didn’t sell a product; it invited conversation. For organizations looking to foster meaningful connections, consider ending campaigns with an invitation for broader dialogue rather than a sales pitch. This can encourage lasting engagement with the campaign and create a sense of community around the brand.
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P&G’s "The Talk" stands as a testament to the power of purpose-driven storytelling. By prioritizing empathy, authenticity, and a commitment to social issues, P&G created a campaign that went far beyond traditional advertising. For organizations today, "The Talk" offers valuable lessons: don’t shy away from difficult subjects, lead with empathy, and be a catalyst for conversation.

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Is your organization sharing the stories that create social impact? Let’s work together to elevate your narrative. Reach out to us today!