Free initiative aims to increase black representation in the advertising market
P&G announced the opening of registrations for the 2nd edition of the Cria da Quebrada program, part of the Racial 360º platform. The initiative is free and aims to train black and brown professionals to work in the creative industry.
The project is a partnership between P&G and the Gray Brasil agency and Miami Ad School, which will be responsible for providing preparation courses for creatives. The program is open to black and brown professionals, over 18 years old.
The courses offered are in Planning, in a remote format and with open registration for the entire country, with a focus on communication and marketing strategies. And of Creation, in a hybrid format at Universidade Zumbi dos Palmares and aimed at residents of São Paulo, aiming to train in writing and art direction.
Only 30% of advertisers are black and brown and only 15% of them occupy strategic and leadership positions in advertising agencies. “With Cria da Quebrada, we seek to strengthen the careers of these talents, promoting their growth in the market and expanding the influence of black creativity in all segments”, says André Felicíssimo, president of P&G Brasil.
In addition to training, the project aims to insert these professionals into the job market. Students will be able to present portfolios during the graduation event, which will be attended by P&G partner agencies. Gray Brasil will have priority in hiring these professionals.
Interested parties can register until June 2nd.
