Black history month: reminds us of our common experiences and hopes

Ebony, Feb, 2005

IN the hectic world we live in, we often forget how important tradition is in keeping us connected on deep, meaningful and unbreakable levels.

Black History Month is important because, among other reasons, it reminds us of the strength and purpose of tradition, family and culture.

For generations, the African American family and community have survived and flourished because of a keen sense of unity, and because of an improved quality of life handed down by tradition--from generation to generation and from family to family.

The African-American odyssey from slavery to freedom is an American story. It is the story of explorers, cowboys, soldiers, artists, protesters, blues singers and opera singers. It is the story of a people who have widened and deepened the river of American freedom, giving us a new understanding of the power and continued vitality of the Dream.

Great historians, Black and White, say there are songs, stories, and messages in that tradition, which is relevant to the lives of all Americans.

Procter & Gamble, which represents a tradition of family service and excellence, recognizes the inherent value of tradition, and has supported strong communities and their families. The Procter & Gamble family of brands like Tide[R], Bounce[R] and Downy[R] have a longstanding tradition of service that means quality.

How many times have you wandered down the supermarket aisle and reached for a trusted product such as Tide because it's what your mother used when you were growing up? For more than 50 years, Tide has been helping families keep their clothes looking great by fighting tough laundry stains. The Tide advanced cleaning power is trusted by millions of people and has earned a prominent place in laundry rooms everywhere. Tide is a part of everyday traditions for so many families because quality products instill loyalty.

Tide also provides a freshness that reminds you of mom, home and family, and makes tender family moments warm and memorable. And with all the different Tide scents, as well as the age-old choice between liquid and powder, putting a new spin on family traditions is as simple as choosing a different scent.

Another trusted Procter & Gamble product is the very first dryer sheet, Bounce, that has been on the market for more than 30 years. With a range of scents from none at all (Bounce Free[TM]) to the bold and invigorating (Bounce Spring Awakening[TM]), more households choose Bounce than any other brand of dryer sheet.

You've learned from your mom to use Bounce in the dryer to reduce static, which makes clothes comfort able. You can also enjoy Bounce in new and innovative ways. It not only freshens the clothes in your dryer, but also other places throughout your home. You can freshen your bed by placing a Bounce sheet under the mattress pad.

A Bounce sheet can freshen your shoes or sneakers. Put a sheet in your wastebasket for a burst of freshness. To stamp out stale kitchen odors, place a sheet behind your kitchen curtains or in the kitchen linens drawer. For these and other ways to enjoy Bounce, visit www.thebouncehouse.com. It's a new freshness tradition that you can pass on to friends and family members.

Downy is another product that has been trusted by generations of women since its launch in 1960. The first fabric softener ever, Downy was in your family's laundry room long before any other brand.

Remember how your clothes smelled and felt when your mom washed them in Downy? How you vowed that when you got older you'd never use anything else? From generation to generation, Downy has provided the softness and freshness that you've come to love.

Now, Downy Simple Pleasures[TM] offers three naturally inspired scents that you can share with your daughter. Start a new family tradition with Downy.

A community is only as strong as the traditions that hold it together. Procter & Gamble products such as Tide, Bounce and Downy have been a part of the traditions celebrated by African-American families for generations.