In a time of increasing polarization and heightened concern for LGBTQ+ inclusion, The Words Matter: One Voice Can Make A Difference takes on one of the most salient issues of our time and brings it to a worldwide audience. For Procter & Gamble, The Words Matter is more than just a brand story—it is a surprisingly transparent and honest look at its history and a lesson in leadership for millions around the world.
The film celebrates the 25th anniversary of sexual orientation inclusion at P&G. It centers on the determined efforts of LGBTQ+ activist and retired P&G lab tech Michael Chanak, who worked tirelessly in the 1980s to add sexual orientation to P&G's equal employment opportunity (EEO) statement of diversity. The Words Matter recounts the story of one man's fight and the legacy he left behind not only at P&G but in changing the private sector forever.
P&G has committed to using its voice to generate dialogue and positive change. Only by being honest about its own past can they have the credibility to address important topics. Learning from their history, P&G inspires a new generation to lead, following in the footsteps of courageous pioneers like Michael Chanak.
Leading into the 2018 Winter Games, P&G premiered its "Love Over Bias" campaign focused on addressing bias among marginalized groups. This included working with LGBTQ+ Olympic skier Gus Kenworthy. The campaign sparked an internal dialogue examining P&G's path toward inclusion. The company recognized that its own struggle to include marginalized groups was important to share in this context because those lessons are important to learn and grow from still today.
Through meticulous research, the team connected with Michael Chanak, the former P&G lab tech and vocal gay rights advocate who took up the fight for equal rights a quarter-century ago. With the support of Global Brand Officer Marc Pritchard, P&G rediscovered its history and developed it into a 19-minute film.
Nailing the facts was essential—even if it meant portions of the story were not flattering to P&G. The resulting film has become an inspiring teaching vehicle for groups of all diverse backgrounds who are seeking to create positive change. Those insights include:
- No One is Immune From Unconscious Bias
- The Power of Courageous Leadership
- The Importance of Effective Allies
- The Importance of Bringing Your Whole Self
- Human Storytelling Can Change Perception
- The Journey Goes On
The film's surprising transparency combined with the effective storytelling approach, which combines emotional archival footage along with compelling personal recollections, turned what might have been a stale corporate film into a powerful and moving account of a part of our LGBTQ+ history rarely seen before—the fight for inclusion in the workplace.
The film captures a story that not many companies would tell—a story of its own discrimination in the workplace. More importantly, it captures its own journey to learn, grow and create positive change that not only companies but society at large can learn from today.
In the end, this is not the story of a company. It is a film about individuals whose courage not only changed a company but ended up changing the world.
On September 15, 1992, P&G became one of the earliest companies in the world to include sexual orientation in its diversity statement.
This film also created the opportunity to say thank you to a generation of diverse people who fought so hard for inclusion—often putting their own personal and professional safety at risk—to create a better workplace and community for the LGBTQ+ community.
The film was part of a broad effort to begin a dialogue about LGBTQ+ inclusion. The film generated more than seven million views—far surpassing expectations for a 19-minute film. Screening events and discussions were held in New York, London, Geneva, Cincinnati, Cannes, China, Panama, Boston and other locations across the world. Competitive companies held their own screenings to share with employees. P&G worked with Great Big Story/CNN to create an online Pride Month media event to showcase the film and other LGBTQ+ stories.
The results surpassed traditional measures and received widespread positive coverage from the marketing and advertising industry.
- 3.42% engagement rate among viewers with an affinity towards social causes (+2.5x higher than average)
- 32% completion rate on YouTube among people interested in human rights and liberties (53% higher than average)
- 1.5% engagement rate on Facebook (26% higher than average)
- 6.8% completion rate on Facebook (66% higher than average)
Even more importantly, it created an opportunity to share the history of the LGBTQ+ community and pioneers like Michael Chanak that have broken through to make a more inclusive environment. At P&G alone, it resulted in no less than 12 events recognizing the milestone, the creation of an LGBTQ+ employee alumni network and the creation of legacy awards honoring those early champions of equality.
