HP
All-American Family Portrait
A look at the evolving perception of the American family and the unconscious biases that still exists.
In a 2018 national study, HP discovered that 3 out of 4 Americans pictured an all-American family as a white mom, dad and kids and through its actions, the current U.S. Administration was reinforcing this stereotype. According to U.S. Census Data, only 1 in 4 families match that portrait. As one of the leading brands of photo printers for the home, and a company deeply committed to promoting diversity and inclusion, HP saw an opportunity to confront this unconscious bias through the lens of family portraits.
We invited a group of people to construct their idea of an all-American family portrait from what appeared to be a random group of Americans. Then, we revealed 13 real families hidden within the group - debunking outdated stereotypes and celebrating real portraits of today’s diverse American families - and taking a purposeful stance of acceptance at an important time for the country.
Recognition: Adweek Ad of the Day, Fast Company Top 5 Ads of the Week, Webby Awards Honoree, PRWeek Awards Finalist
The Family Portraits
Behind the Scenes
