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A Force for Growth and Good with P&G
Purpose 360
English - January 31, 2023 10:00 - 45 minutes - 21.3 MB - ★★★★★ - 21 ratingsGovernment Business social purpose social impact public good Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Traditional advertising is transactional. But that’s not the case at Procter & Gamble.
At P&G, advertising goes beyond presenting a product and its benefits to consumers. Instead, P&G uses advertising as a medium for mass storytelling, with the objective of both deepening the public’s understanding of social issues and informing them on the role they can play. This supports transformative change: broadening perspectives and igniting a drive to make change. Don’t believe us? Watch “It’s Our Home.” These stories don’t (just) sell products – they build relationships and spark change.
We invited Damon Jones, Chief Communications Officer at Procter & Gamble, back to Purpose 360 to talk about how P&G leverages storytelling to drive change for the environment and society. Behind the ads are programs that invest in underrepresented communities, products that enable consumers to create positive change, and platforms that foster empathy and understanding.
Listen for more insights on:
Resources + Links:
Damon Jones’ LinkedIn pageP&G’s “It’s Our Home”Widen the ScreenMeet the Bennett Sisters Who Are Helping to End Period PovertyP&G’s “The Talk”P&G’s “The Name”P&G’s “The Choice”(00:00) - Welcome to Purpose 360
(00:13) - Damon Jones • P&G
(03:46) - Meet Damon
(05:09) - His Role and Team
(06:22) - Leading During Covid
(10:06) - Partnership Pivots
(11:50) - Consumer Understanding (Research)
(14:13) - The Talk
(17:31) - Fullness of Their Humanity
(18:37) - New Initiatives
(21:09) - Working Relationship with Mark
(23:29) - Moving to Purpose
(25:08) - Other Brands
(28:30) - Selling a Relationship
(29:24) - Innovation
(32:26) - Period Poverty
(35:35) - Citizenship Report
(37:15) - Damon's "Why"
(38:14) - Recruiting
(39:55) - Sources of Inspiration
(41:12) - Final Thoughts
(42:24) - Wrap Up