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Procter & Gamble’s My Black Is Beautiful Joins First Ever BET Experience At L.A. Live

Stocks in this article: PGVIA

Procter & Gamble’s (P&G) ground-breaking African-American consumer campaign My Black is Beautiful (MBIB) will bring its thought-provoking Imagine a Future documentary to Los Angeles as part of the first-ever BET Experience at LA. Live, this June 28-30. As a sponsor, the brand will offer an exclusive sneak peek at its compelling documentary, directed and produced by Academy Award nominated Lisa Cortés, renowned director Shola Lynch and executive producer Beverly Bond of BLACK GIRLS ROCK!, that documents the current state of black beauty and provides an in-depth look at the influences – people, fashion, music, pop culture – of young black girls. This special event leads up to the highly anticipated national BET broadcast premiere of the Imagine a Future documentary on July 5, 2013 at 10 PM ET/9 PM CT and on Centric on July 6th at 9 PM ET/8 PM CT.

“BET represents a preeminent media source for our African American consumer and serves as the perfect platform to bring our Imagine a Future documentary to the masses,” said Grace Janes, Brand Manager, My Black is Beautiful. “With the sponsorship of the inaugural BET Experience at L.A. Live and the national BET airing, our hope is to not only spread a positive message about being your best self, but to also act as a catalyst for open-dialogue. Let’s change the conversation together.”

Imagine a Future is a poignant first-hand story of African-American teen Janet Goldsboro as she travels from Delaware to South Africa on a journey of self-acceptance and self-discovery while examining historical and contemporary beauty and self-esteem challenges faced by many black women and girls. The documentary is infused with perspectives of their own personal journeys from renowned media personalities and luminaries such as Gabourey Sidibe, Michaela Angela Davis, Gabrielle Douglas, Tatyana Ali, Melissa Harris-Perry and more. This documentary challenges viewers to change the conversation by re-thinking and re-imagining standards of beauty.

"We are so proud to be a part of such a moving and powerful documentary that tears down the boundaries of beauty and redefines what it means to be beautiful," said Debra Lee, CEO and Chairman of BET Networks. "The premiere of Imagine a Future on BET is one of many initiatives that exemplify our continued commitment to the network's longstanding partnership with P&G and My Black Is Beautiful."

Immediately before the national BET premiere on July 5, 2013, MBIB will engage consumers by hosting a live Twitter party to encourage fans to view the documentary and change the conversation. And, the dialogue continues after the credits with the airing of “Girl Talk,” a summit-style discussion featuring Imagine a Future star Janet Goldsboro, the documentary director and producer team and African American female leaders, also on BET.

About Imagine a Future

In July 2012, My Black is Beautiful announced the Imagine a Future initiative, in partnership with educational leader UNCF and community partner BLACK GIRLS ROCK!. It was designed to positively impact the lives of one million black girls over three years. The initiative also aims to reach and teach through tools and solutions created to empower black women and girls everywhere to be their best. In the first ambitious year MBIB has been able to make an impact through scholarships, camps and now, the Imagine a Future documentary.

To learn more about Imagine a Future and join the MBIB conversation, visit myblackisbeautiful.com, facebook.com/MBIB and on Twitter, @MBIB. The thirty-minute “Girl Talk” discussion and an informative Imagine a Future discussion guide will be available through these platforms to help aid in ongoing conversations about the film as well as the overall beauty conversation. The documentary will also be available for online viewing on the My Black is Beautiful YouTube channel.

ABOUT PROCTER AND GAMBLE

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

ABOUT BET NETWORKS

BET Networks, a subsidiary of Viacom Inc. (NASDAQ: VIA, VIA.B), is the nation’s leading provider of quality entertainment, music, news and public affairs television programming for the African-American audience. The primary BET channel reaches more than 90 million households and can be seen in the United States, Canada, the Caribbean, the United Kingdom and sub-Saharan Africa. BET is the dominant African-American consumer brand with a diverse group of business extensions: BET.com, a leading Internet destination for Black entertainment, music, culture, and news; CENTRIC, a 24-hour entertainment network targeting the 25- to 54-year-old African-American audience; BET Digital Networks - BET Gospel and BET Hip Hop, attractive alternatives for cutting-edge entertainment tastes; BET Home Entertainment, a collection of BET-branded offerings for the home environment including DVDs and video-on-demand; BET Event Productions, a full-scale event management and production company with festivals and live events spanning the globe; BET Mobile, which provides ringtones, games and video content for wireless devices; and BET International, which operates BET in the United Kingdom and oversees the extension of BET network programming for global distribution.

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