Procter & Gamble (P&G) Australia has today announced a three-year partnership as major sponsor with Sydney Gay and Lesbian Mardi Gras, extending into Sydney World Pride in 2023.
The ongoing partnership to support the LGBTQIA+ community is grounded in P&G’s Equality and Inclusion mission to create a company and a world where equality and inclusion is achievable for all; where respect and inclusion are the cornerstones of its culture; where equal access and opportunity to learn, grow, succeed and thrive are available to everyone. Equality and Inclusion is a core element of P&G’s business operations to make a meaningful impact for its employees, through its brands and partners, and within its communities.
To bring this mission to life, the partnership will see P&G continue to build on its “Acts of Good” program launched in 2021, as part of the FMCG giant’s commitment to Lead With Love. In 2022 this will see P&G and its brands help tackle the issue of bullying amongst LGBTQIA+ youth – something 66 per cent of the community face*.
Working with LGBTQIA+ youth charity, Minus18, P&G will create LGBTQIA+ education packs that will reach and be distributed to 1,250 schools across Australia. The packs will be funded through a retail program involving Pantene, Oral-B, Gillette, Olay and Fairy in Woolworths from February-March**. In parallel, Pantene and Olay, with Chemist Warehouse***, will support up to 150,000 Australians by providing free access to anti-bullying resources through Minus18’s website.
As a leading advertiser around the world, P&G brands are committed to the accurate portrayal of the LGBTQIA+ community through its advertising. In partnership with Mardi Gras, Pantene, Fairy, Oral-B, Gillette and Olay will co-produce content with the aim to raise awareness about the diverse issues faced by different members of the LGBTQIA+ community, and to drive a call for action from the broader community to Lead With Love.
Kumar Venkatasubramanian, senior vice president and general manager P&G Australia, New Zealand said “We are proud to partner with Sydney Mardi Gras, to help bring visibility, raise awareness and break down bias for the LGBTQIA+ community. We are committed to championing LGBTQIA+ visibility that accurately and authentically portrays sexual orientation, gender identity and expression.”
P&G’s co-produced Mardi Gras content will be rolled out between February and March, 2022.