P&G's "The Choice"

P&G just released the third video in its series that tackles racism and racial equality. It’s called “The Choice,” and it follows “The Talk” and “The Look” that both put a spotlight on systemic racism.

“The Choice” is a perfect evolution of the campaign because this time it talks to White America and essentially says it’s time to step up. For me personally, the line that resonated most for me is: “not being racist is not enough, now is the time to be anti-racist.”

Take a look:

The video also states that we’ve talked about this over and over and over again but it’s time to now take action. Specific action. The company also created a space on their website to help people to choose action at p&g.com/takeonrace.

P&G is certainly showing its commitment here by continuing and stepping up efforts on work they had already started.

Take a look at the previous executions. Here is “The Talk:”

And here is “The Look:”

Heartbreaking to watch. But important to acknowledge, learn, and step up. Thank you P&G and others for pushing us.

What’s your experience? JIM.