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In anticipation of Pride month 2022, leading household brands Fairy and Ariel have launched a survey in partnership with the brands’ long-term charity partner, akt. The survey polled 500 LGBTQ+ adults to understand the extent of isolation in the LGBTQ+ community and to show the importance of acceptance, love and kindness to those impacted.

The results showed that more than half of those polled felt isolated due to their sexuality or gender identity and a huge 63% felt that a lack of kindness at the time impacted how they felt after coming out. That is why this year, the brands are launching a campaign urging all of us to #SpreadTheLove, because now more than ever – we need to support one another. The campaign is underpinned by the belief of these household brands that everyone should live in a home where they feel safe being themselves.

However, the survey findings showed that for many people this isn’t so easy, which is why the brands continue to support the vital work of LGBTQ+ youth homelessness charity akt.

This is the fourth year that Fairy and Ariel have partnered with akt, adding £70,000 in 2022 to make a total donation of £250,000 over the past four years. Committed to supporting youth in the LGBTQ+ community who have found themselves in a hostile living environment, akt’s youth engagement programme became a lifeline during lockdown, for young people who were facing loneliness and the threat of homelessness. The donation money from Fairy and Ariel has helped to support 148 online group sessions and the digital resource hub, which saw almost 1800 visits during the lockdown period.

Carrie Reiners, Deputy CEO at akt said: ‘akt is delighted to continue our long-running partnership with Procter & Gamble. Their generous support through the Spread the Love campaign and activations with Fairy and Ariel will ensure that akt continues to be able to assist the increasing numbers of young LGBTQ+ people across the UK who face homelessness and abuse simply for being who they are. Their continued support allows akt to provide safe accommodation and support when and where needed most across the UK.’

In celebration of the campaign, the brands have also launched limited edition products that will be available in B&M and Home Bargains throughout June and July. Once again the iconic Fairy bottles will change their labels to read ‘Fair Love’ – reminding us to spread the love and recognising that family comes in different forms for everyone.

The products will be available from the beginning of June in B&M and Home Bargains stores, with an RRP of £1.99 for the Fairy bottle 820ml, £9.99 Fairy Platinum Plus Dishwasher Tablets 63ct, £9.99 for Ariel All In One Colour PODS® 54ct.

Scott Popham, Brand Communications Director at Procter & Gamble said: ‘P&G is proud to show their continued support for akt and the important work they do for the LGBTQ+ community as it ties into the core brand values of both Fairy and Ariel: feeding family life and that family comes first, while also acknowledging that family comes in different forms for everyone. The last two years have been a struggle for everyone, especially those in the LGBTQ+ community and so to celebrate Pride 2022, we want to encourage everyone to #SpreadTheLove to get us through this tough time.’

To bring further awareness to the stories and experiences of individuals in the LGBTQ+ community, Fairy and Ariel have partnered with Ben Pechey and Spencer Cooper, alongside charity partner akt, to create a video shining a light on their stories, urging us all to #SpreadTheLove

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