Procter & Gamble Co. is looking to reconnect with its consumer base, through a new partnership between Cover Girl and journalist Soledad O’Brien.
The initiative, called Girls Can, will include an original content series chronicling the lives of several young women who have been helped through O’Brien’s foundation, the Soledad O’Brien and Brad Raymond Starfish Foundation, which is committed to the advocacy for empowerment of young women through scholarships and individualized mentoring.
“There are thousands of inspirational stories waiting to be told about young women who yearn for a great education,” said O’Brien. “They are stories of struggle and stories of success, and they will inspire others to take action and work to change lives. Cover Girl’s Girls Can movement is perfectly aligned with my passion for helping young women overcome life’s challenges, and my commitment to highlighting girls’ successes.”
O’Brien and her production company, Starfish Media Group, will create and produce the series, which will consist of true stories that explore the challenges young women face in education and the workforce. Although details are still being finalized, according to brand executives, it will most likely run online beginning sometime next month.