P&G has partnered with National Geographic underwriting the production of Activate, a six-part documentary co-produced by Global Citizen and Radical Media that raises awareness on issues such as inequality and sustainability. P&G is one of the world’s largest advertisers, and the marketing world is watching as P&G diversifies how it is reaching consumers using original content paired with influential partners to educate on some the world’s most pressing issues.
Each episode of the six-part series delves into a different issue connected to the root causes of poverty, including sustainable sourcing, criminalization of poverty, disaster relief, girls’ education, plastic waste and the global water crisis. Each episode highlights the work P&G and its brands are doing with many of its long-time partners, including Save the Children, World Vision, World Wildlife Fund, WEConnect International, and Matthew 25: Ministries, among many others.
“P&G and our brands are committed to using our voice to address critical issues facing our world today,” said Marc Pritchard, Chief Brand Officer of P&G. “We’ve been working on these issues for decades and through Activate we intend to leverage our broad, global reach of nearly five billion consumers to educate and inspire global citizens.”
Hugh Evans, CEO of Global Citizen, which is co-producing the docu-series, told Fast Company that he thinks Activate will become a model for other companies and brands looking for alternatives to traditional marketing efforts such as commercial spots in favor of initiatives with greater social impact. “Instead of just sending cars around a racetrack really fast,” he says, “you can inspire someone to become the next Malala Yousafzai or Greta Thunberg.”
“We’re really looking to disrupt how brands are built in a constructive way,” Pritchard told Adweek. “We as a business have the money to invest in changing our advertising to make sure that that is not biased. We have the money to invest in solutions to end things like plastic waste, to create recyclable innovations and those sort of things. And so it really has become part of how we do business.”
The series will air on National Geographic in 172 different countries, translated into 43 languages. In fact, all three organizations bring a different skill set to the table.
Photo: via Unsplash