Celebrating Black culture & traditions

Black History Month celebrates the achievements of a people whose very hopes and dreams are embodied in their parents, grandparents and ancestors, and in their future hopes and dreams for their children.

Looking back while looking forward helps pass on the important traditions of the African-American heritage. In fact, the overwhelming majority of African-Americans, or 88 percent, believe it is important to preserve their family's cultural traditions. Parents pass on these important traditions by telling important stories from their ancestors--both of important African-Americans whose lives helped secure important freedoms for Black people, and of those who fight to secure the Dream of liberty and justice for all. But they also pass on important information from grandfather to son to grandson and from grandmother to daughter to granddaughter on historical information.

Over the years, they've also shared lifestyle information about quality products that will improve their lives. African-American women in particular honor their mothers and grandmothers by passing on family traditions learned from their female ancestors. From accessorizing an outfit to stocking a kitchen to choosing cleansing products, African-American women learn from their mothers and grandmothers how to take care of their family and how to run a comfortable, efficient household.

The Procter & Gamble family of brands like Tide[R], Crest[R] and Pampers[R] are time-tested and trusted quality products that African-American families have relied on for generations. Most holiday family gatherings and/or reunions are not complete without grandma's world-famous sweet potato pie. But getting that pie stain out of your new shirt is a challenge. After all, with your polished shoes, fresh haircut and new shirt, grandma wants her family to continue to look its best.

Tide has helped to keep the fabrics that families love fresh and clean for 60 years, and it's still going strong today with some new innovations. Today's Tide has the cleaning power you expect, plus the product innovations you want. Tide with Febreze Freshness[TM] gives you a clean, fresh scent that lasts. Tide[R] Coldwater delivers great cleaning--even on the toughest stains--when used in a coldwater wash. And Tide to Go[R] will eliminate many fresh food and drink stains on the spot.

African-American morns also rely on Pampers[R], another trusted Procter & Gamble brand. Whether bringing the newest addition home from the hospital, or just taking him or her over to the grandparents for a visit, mothers rely on Pampers Baby Dry[R] to help provide comfort and leakage protection that's gentle on baby's tender skin.

For many years Pampers has been chosen as one of the most important parts of a baby's care and comfort, and mothers have relied on the Pampers Parenting Institute (www.Pampers.com) for information on childbirth and child-rearing.

Sleep is an important part of a baby's overall development, and many new parents try to get their babies to sleep on a regular schedule. That's why Pampers Baby Dry now has the UltraAbsorb Core, which absorbs better overnight than Huggies Baby Shaped Fit[R] ... helping your baby have a restful night and a bright morning!

And when that first tooth pops through for their little bundle of joy, families have relied for years on Crest[R] to provide healthy, beautiful smiles. Crest launched the first fluoride toothpaste more than 50 years ago, and for nearly 40 years, Crest has given back and supported the African-American community through in-school programs. Dental care kits continue to be distributed to 1st-grade students to help promote dental health. In 1957, Crest launched the "Look Morn, No Cavities" campaign that exemplified the benefits of brushing with Crest. In 1984, Crest continued its legacy of providing the best dental health for families by introducing the 1st Tartar Control toothpaste.

Today, Crest is a proud partner of the Boys & Girls Club of America through its Healthy Smiles Outreach Program, which helps millions of children increase their self-esteem through healthy teeth.

Continuing with Crest's history of strong commitment to the African-American community, Mary J. Blige is now partnering with the Crest Healthy Smiles Outreach Program to bring positive change to underprivileged children.

Crest, Tide, Pampers and Procter & Gamble are proud sponsors of AFRICAN AMERICAN LIVES on PBS, the first documentary to employ science and genealogy to trace people's ancestry through American history and back to Africa. (www.pg.com/pbs)

So whether it is Tide, Pampers, or Crest, Procter & Gamble products have been chosen by African-Americans for generations as quality brands to rely on. For home, family and community, the Procter & Gamble brands are an important part of their tradition of success.

COPYRIGHT 2006 Johnson Publishing Co.
COPYRIGHT 2008 Gale, Cengage Learning