How We HBCYOU: P&G and Its Brands Take Campus Culture on the Road

Learn more about the HBCYOU Program:

• Back on the Yard: P&G Brands and HBCYOU Program Help Students Game Plan for Campus Life
• How We HBCYOU: P&G Program Serves Students To and Through Graduation

From move-in day and exams to game days and graduation celebrations, college is filled with moments that shape the student experience. For generations, P&G brands have been part of their everyday routines, putting consumers first by helping all students feel confident, prepared, and ready for what's next and building the skills, relationships and experiences that will shape the next generation of leaders, creators, and innovators.

This fall, P&G and our family of superior brands are excited to announce the return of the P&G HBCYOU Tour for its fourth year, now powered by HBCU GO — a leading cultural lifestyle destination and media provider celebrating Black collegiate excellence year-round.

Launched on Monday, August 10, 2026, the P&G HBCYOU Tour is coming to campuses across the nation. In partnership with HBCU GO, we’re bringing immersive campus activations, original content, everyday brand essentials, and career-building storytelling opportunities directly to students while amplifying their stories, celebrating their achievements, and creating experiences that extend from campus into culture.

Showing Up Where Students Live, Learn, and Celebrate

P&G products help make everyday life better. For college students navigating independent living, late-night study sessions, game days, and career prep, having the right essentials creates a strong foundation for success. Throughout the 2026–2027 academic year, P&G’s family of brands — including Always, Bounty, Charmin, Crest, Gain, Gillette, Head & Shoulders, Swiffer, Tide and Unstopables — are showing up during the pivotal moments of campus life, from back to school to legendary sports matchups that reflect the one-of-a-kind HBCU experience.

From August through November 2026, the tour will make major campus stops at Howard University in Washington, DC; Southern University in Baton Rouge, Louisiana; Texas Southern University in Houston; the iconic grounds of Spelman College and Morehouse College in Atlanta, Georgia; Hampton University along the waterfront in Virginia, Florida A&M University (FAMU) in Tallahassee; and North Carolina A&T State University in Greensboro.

In addition to campus visits, the tour will bring ‘How We HBCYOU’ energy to marquee HBCU athletic and cultural events across the nation, including early-season football showdowns at the HOPE Labor Day Classic and the high-stakes rivalries of the Battle of the Real HU, the historic Bayou Classic, the Gulf Coast Challenge, the National Battle of the Bands, and postseason celebrations at the SWAC and MEAC Championship Games.

In early 2027, the tour will return for the CIAA Basketball Tournament in Baltimore, Maryland. At each campus, we’re working with retail partners — powered by Door Dash — to get students the P&G everyday essentials they need.

Creating Immersive Experiences

At every tour stop, students will experience the brand-new centerpiece of the tour: The P&G House of Everyday Essentials. Designed to support life both inside and outside the classroom, this interactive space brings everyday college living to life through three dedicated zones:

• Dreamers’ Studio: A dedicated space where students can reflect on their aspirations, explore career pathways, and discover creator networks.
• Kickback Corner: A community-focused lounge designed for authentic conversations around the student experience, mental wellness, campus culture, and life beyond graduation.
• Everyday Essentials Shop: A hands-on hub offering product samples, dorm hacks, and giveaways featuring trusted favorites like Bounty and Swiffer for dorm upkeep; Tide, Gain, and Downy Unstopables for laundry day; and Crest, Gillette, Head & Shoulders, Always, and Charmin for personal care and confidence.

Meanwhile, HBCU GO on the Yard creates a dynamic space celebrating HBCU sports and school pride through live game content, music, and social storytelling. The space will also give students an exclusive first look at Crowned, a new original series co-produced by HBCU GO and P&G celebrating the rich culture and traditions of HBCU Royal Courts, which premiered on HBCU GO.

Supporting Student Storytelling and Career Building

At the heart of P&G’s HBCYOU Program is the celebration of student voices and the vibrant traditions that define HBCU culture. By sharing authentic stories that honor this rich legacy and reflect Black voices, P&G continues to widen the screen.

Beyond creating memorable campus experiences, the program serves as a pipeline for creator development. Through year-round storytelling we highlight the creativity, ambition, and excellence found across campus communities nationwide.

By connecting with multicultural Gen Z consumers during pivotal life transitions, P&G is building lifelong brand trust while supporting career pathways for student ambassadors, creators, and future innovators whose perspectives help shape the future of our brands.

Supporting HBCU students is about more than showing up for a single event — it’s about building long-term relationships, honoring iconic institutions, and serving the next generation of leaders. Whether you’re stepping onto campus as a freshman or returning as alumni for homecoming, P&G and HBCU GO are here to celebrate your story and support you in your journey:

• Follow the Tour: Join us at #HowWeHBCYOU on social media to catch live updates, enter product giveaways, and stream original content on HBCU GO all year long!

This is #HowWeHBCYOU!

College years are some of the best, brightest and busiest!

Late night cram sessions, football games and all the big life lessons that help you show up and grow up — from laundry pile ups to kitchen messes — spark favorite memories of your home away from home. P&G and our brands are here to help college students win — from freshman firsts to graduation and beyond.

For generations, P&G has built brands that people love by understanding and serving the unique needs of everyone across every life stage — from childhood milestones to adulting adjustments, and more. This includes supporting students as they embark on the incredible journey through college and beyond.

One of the ways we do this is with our HBCYOU Program, which is back on the yard with the ultimate 'How We HBCYOU Playbook'. This interactive experience at back to school, homecomings and football classics this fall is packed with insights, giveaways and games designed to help students live their best college life.

Keeping It Clean by Conquering Everyday Dorm Life Routines

Dorm life is a huge part of the college experience and where independence often begins. We understand that keeping a space clean and comfortable can feel like a whole new course. P&G and our brands have everything needed to navigate the "firsts" that help students grow up and establish the routines that keep their space feeling like home.

Need to make sure the communal kitchen and dishes sparkle? Bounty and Cascade have it covered. Whether it’s making a dorm room a sanctuary with Swiffer and Febreze, or personal moments of comfort with Charmin, we’re here to help students live their best dorm life.

Staying Fresh and In Style That’s Giving Confidence

Every day on the yard for a student is a moment to show up as their authentic self. P&G and our brands bring the superior laundry essentials that make every day a best day, helping students stay fresh and fly everyday.

From tackling laundry day with the powerful clean of Tide and Gain, to keeping those fresh scents locked in with Unstoppables, we’re here to help students feel confident from the moment they step out the door.

Feeling Good and Looking Good

College is a place where young people can truly come into their own. P&G and our brands help students feel their best from the inside out, with beauty and grooming products that help them lock in their look and support throughout their college life.

From the confidence that comes with a fresh smile thanks to Crest, to the reliable protection of Secret and the best look provided by Gillette, we’re here for all the daily self-care rituals. And with Head & Shoulders, students can ensure their hair and scalp are healthy, letting their beauty shine.

"Feeling Good, Looking Good" means more than personal care and products. It also means supporting students to and through graduation. P&G is committed to the success of all students in the classroom and in careers as future innovators whose unique perspectives help P&G serve the needs of all consumers.

For over 185 years, P&G has built many of the brands people love by understanding, designing for and innovating to meet consumer needs and serve them with superior products and experiences. One way we continue to grow is by meeting the unique needs of college students.

Through our long-standing relationship with Historically Black Colleges and Universities (HBCUs), starting with our founders, to our employee base, and in communities where P&G has operations, we have come to understand the unique needs of HBCU students and how to serve them with P&G products they trust and on-campus experiences that support them to and through graduation.

This fall, P&G and our brands are back on the yard to show students how we HBCYOU — by serving them with superior beauty, grooming, home and laundry products they love; through partnerships and programs that amplify excellence; in culture and community that is unique to them.

Products for Your Home Away from Home

From August through November 2024, P&G brands — including Bounty, Swiffer, Febreze, Cascade, Old Spice, Charmin, Always/Tampax, Crest, Gain, Gillette, Tide, Downy Unstopables, Bevel and Head and Shoulders — will stomp the yard with innovative everyday essentials and services to help students as they grow up and glow up in their home away from home.

Meeting students across six HBCU campuses during key college moments from Back to School, to Homecomings, Classics and more, P&G brands are bringing unique experiences to students that level up their college life. From Febreze’s transformation of the homecoming yard to a vibrant fashion runway that’s Fresh AF, to Head & Shoulders Bare Scalp Spa featuring massages by therapists giving students the do’s of self-care, to laundry room take overs that help them get their clothes so fresh and more clean with Tide, P&G’s HBCYOU program support students — everyday — to and through graduation as they succeed from this stage of life to their next exciting chapters.

Through our participation in high-impact events at HBCUs, including Morehouse and Spelman Colleges, and Florida A&M, Howard, North Carolina A&T, Southern, and Tuskegee Universities, we support students in living their best dorm life and in every red-carpet college moment.

Partnerships and Programs that Amplify Your Excellence

To support HBCU students to and through graduation, P&G and our brands collaborate with leaders and partners across nonprofit, media, music, entertainment, fashion and other industries to grow engagement and impact in meaningful ways.

For over 80 years, P&G has partnered with UNCF to reach and support HBCU students through scholarship, book awards, mentoring and recruitment opportunities. This year, P&G and UNCF are once again coming together to support students with a scholarship program. Between August 15, 2024, through December 13, 2024, students may apply for scholarships up to $2,500 to help achieve their academic goals! Beyond this, P&G’s laundry brands, including Tide and Unstopables, are both offering an opportunity to win a $10,000 Back to School Scholarship!

Strengthening P&G’s relationship with HBCU students and partners that serve them helps us amplify their excellence, while enabling us to attract, retain and grow our talent, so that we can continue to serve all and each consumer with the best products and brand experiences. One of the ways we do this is recruitment through HBCU alumni networks and touchpoints at HBCYOU program activities during Back to School, Homecoming and Classic events.

Pride In Your Community and Culture

HBCUs are not only home to Black students and alumni, but also of broader community and culture. Historic campuses are epicenters of excellence and legacy for generations who learn how to grow up and show up with HBCU Pride. Over the years, HBCUs have played a significant role in shaping many of the country’s top leaders, along with some of the most influential artists, creatives and innovators of all time.

Together with our brands and with partners like UNCF, we help create more space for HBCU culture to flourish, students to thrive and business to grow by authentically celebrating and championing the voices, institutions and experiences that represent and matter to multicultural consumers.

Last year, our events on the yard brought artists like Victoria Monet and DJ D-Nice to homecoming stages, celebrating students and alumni.

P&G's commitment to enriching key moments in college life intersects with P&G’s Widen The Screen initiative to broaden the spectrum of the images we see, voices we hear, stories we tell and people we understand. By seamlessly integrating music, fashion, beauty, health and home essentials — the very fabric of daily life — into these pivotal college years and experiences, P&G and our brands celebrate the full richness of the Black experience and connect in authentic and engaging ways that meet our consumers where they are.

For more about #HowWeHBCYOU and to apply for the scholarship, visit P&G Good Everyday through December 13, 2024.