Procter & Gamble (P&G) today announced its partnership with BET Networks to create a television series in support of P&G’s “My Black is Beautiful” campaign. The inaugural episode of the new TV series features a segment that salute’s First Lady Michelle Obama. P&G also paid tribute to this historic occasion as a sponsor of the BET Networks Inaugural Ball.

The “My Black is Beautiful” campaign has evolved into a nationwide movement with the launch of the national television series on BET Networks. According to the company, it is designed to ignite and support a sustained national conversation by, for and about black women and the way they are reflected in popular culture. It also serves as a catalyst for African American women to adopt a new mindset in how they view themselves.

The “My Black is Beautiful” campaign, created by a group of African American women at P&G in 2006, aims to ignite and support a sustained national conversation by, for and about black women. The integrated, multi-brand initiative is supported by P&G’s personal care brands such as Crest Pro-Health, Pantene Pro-V Relaxed & Natural, CoverGirl Queen Collection and Olay Definity.