Pride started out as a riot and then became just a party to celebrate. But with hundreds of anti-LGBTQ bills filed so far this year, the LGBTQ community is asking more from corporations than a pink wave of support for only one month out of the year.
Unilever has taken a unique approach, eschewing Pride parades and costly floats in favor of giving much-needed funds to support efforts in underserved communities. Even better, they do it all year long. They want the community to know that Pride should be 365 days long.
Unilever’s “United We Stand” campaign will focus on anti-bullying, anti-hunger and nutritional support, mental health and wellness services, housing resources, anti-conversion therapy support, decriminalization of HIV, and fighting against anti-trans legislation.
They’re partnering with Forum for Equality in Louisiana, Freedom Oklahoma, South Carolina Black Pride, The Knights and Orchids Society in Alabama, and PFLAG Springfield in Missouri to focus their efforts on underserved communities. The money earned during this campaign will go to strengthen the services offered by these organizations.
Unilever is also partnering with drag queens and LGBTQ leaders including Jaida Essence Hall, Heidi n Closet, and Jan Sport among others to spread the word via social media.
Rana Reeves, the founder of RanaVerse, an agency that helps with corporate campaigns, says it is important to “hold brands accountable during campaigns to ensure that the LGBTQ community is heard and supported. We have an issue if they’re not making systemic change and empowering marginalized voices.”
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