P&G Sponsors Documentary on Extreme Poverty
Procter & Gamble Co. is sponsoring a National Geographic television series on efforts to combat extreme poverty, which will include digital, social media and print components. The goal is to align P&G more closely with the concept of social responsibility.
The Cincinnati-based maker of consumer goods such as Head & Shoulders shampoo (NYSE: PG) hopes to inspire a global movement to thwart poverty while showcasing several P&G brands via the six-part “Activate” documentary, which will premiere this fall on National Geographic television in 172 countries and 43 languages.
The storytelling partnership is to include a 12-page section in the September issue of National Geographic magazine as well as custom story stretches aligned to each episode, custom digital articles and social media moments for each P&G brand aligned with the documentary.