Unilever has continued its annual Pride partnership with Superdrug and LGBTQ+ charity, Switchboard – this year increasing its donation from £30,000 to £40,000.
The partnership, which is now in its sixth consecutive year, will see Unilever’s Pride range of beauty and personal care products – including Vaseline, Lynx and Simple – bear the Switchboard logo and number on the items.
The campaign will feature the charity’s helpline number and QR code with links to the switchboard website, alongside the logo ‘celebrate the pride in you’.
The products will be promoted in-store and on social media from 14 June to 11 July throughout Superdrug’s 600 stores, with five special stores – including Manchester, Birmingham and Leeds – having an interior makeover to reflect the LGBTQ+ campaign and each location’s different communities.
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Unilever UK and Ireland personal care general manager, Chris Barron, said: “We want to do our part to raise awareness of the incredible work and service offered by Switchboard, which is why we’re continuing our support for a sixth year in a row, in partnership with Superdrug.
He added: “To date, Unilever has donated nearly £200,000 to help fund Switchboard’s helpline. By continuing to support Switchboard, we can continue to raise awareness of the vitally important helpline, and make sure no contact goes unanswered.”
The renewed LGBTQ+ inclusive partnership comes after the global FMCG giant pledged to increase diversity in it’s team by stating 70% of its future ads will have disabled representation behind the scenes.
