Tuesday, June 18, 2024

P&G unveils plans for Sydney WorldPride and Mardi Gras

Procter & Gamble (P&G) Australia will sponsor the upcoming Sydney WorldPride. The company has also announced its plans for the second year of its three-year partnership as a major sponsor of Sydney Gay and Lesbian Mardi Gras.

The ongoing partnership to support the LGBTQIA+ community is said to be grounded in P&G’s mission to create a company and a world where:

  • Equality and inclusion is achievable for all
  • Respect and inclusion are the cornerstones of its culture
  • Equal access and opportunity to learn, grow, succeed and thrive are available to everyone.

To bring this mission to life, P&G Australia is supporting the LGBTQIA+ community through several partnerships and activations in the coming weeks.

Donations

Alongside P&G’s sponsorship of Sydney WorldPride and Sydney Gay and Lesbian Mardi Gras, the company will provide donations from sales in major Australian retail partners to Minus18, a LGBTQIA+ youth charity, providing anti-bullying resource kits to reach over 50,000 school students across Australia.

Partnerships

P&G brand Olay has announced it’s partnering with Australian model Maria Thattil who will support Glow Up Your Own Way, an ongoing national campaign dedicated to destigmatising LGBTQIA+ issues and supporting greater self-acceptance and confidence. Ms Thattil will join Olay’s float at the Mardi Gras Parade on 25 February, marching alongside over 70 P&G employees.

P&G is also partnering with Aboriginal artist, queer feminist and 2021 NAIDOC National Artist of the Year, Bobbi Lockyer, who has come on board as creative designer, developing P&G’s Lead with Love float for the parade, an interactive painting wall for Fair Day and in-store assets.

Documentary

P&G recently released the “award-winning” documentary short film CODED: The Hidden Love of J.C. Leyendecker in partnership with Imagine Entertainment & Television, Delirio Films and MTV Films. The film explores early representation of LGBTQIA+ communities through arts and advertising.

Brent Miller, CODED Executive Producer and P&G Global LGBTQIA+ Equality Leader, will join P&G Australia’s Sydney WorldPride activation to discuss central themes of the. He will be joined by Matty Mills (First Nations TV presenter and actor), Kate Wickett (CEO of Sydney WorldPride), Albert Kruger (CEO of Sydney Gay and Lesbian Mardi Gras) and Amanda Lampe (Corporate Relations Director for Diageo Australia).

Content

In partnership with Sydney Gay and Lesbian Mardi Gras, Fairy, Gillette, Olay, Oral-B, Pantene and VÖOST will co-produce content to raise awareness about diverse issues faced by different members of the LGBTQIA+ community, thereby driving a call for action from the broader community to ‘Lead with Love’.

P&G’s co-produced Mardi Gras content will be rolled out between February and March. The first piece of content can be viewed here.

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