In Procter and Gamble’s latest film for My Black is Beautiful hair care brand, Unbecoming, we see Black women and girls slowly and gently undo their hair. The campaign tackles the acceptance of Black women and natural hair.

The stunning film joins a series of acclaimed P&G films hitting on the stereotypes and the racism the Black community faces, which includes “The Talk,” “The Look” and “The Choice.” It’s clear that P&G continues to do the work on its journey to be an ally to the Black community.

Marketers, it’s time to take notes. P&G reminds us once again that we can represent and serve the Black community authentically, without shortcuts, quick fixes or checking the boxes.

Here are three lessons to remember as we race to build products and campaigns.

Diversify your portfolio of production partners

Too often, I have heard “I’m all for diverse talent as long as they are good,” “It’s a pipeline issue” or “The talent is just not there.” P&G shows us that when serving the Black community on an issue as deeply personal as hair care and beauty, you can hire an all-Black creative and all-Black production team. No more excuses. The talent is out there waiting to work with you.

Make hiring an all-Black creative and all-Black production team a priority from the start. Don’t keep that priority a secret; share it with the broader team. Build a diverse slate of agencies to consider, just like you would create a diverse slate of candidates when hiring for a role. Start with resources like Agency Spotter, Agency Vista and WP Engine; they share an expansive list of Black-owned agencies that have expertise in digital, creative, production and more.

Make it an ongoing priority to meet with new agencies even when you don’t have a particular project in mind. Because when there’s a campaign you do need help on in the future, you can with intention invite the right partners into your ecosystem.

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