Fairy and Ariel is launching its #SpreadTheLove campaign to celebrate Pride 2022.
In anticipation of Pride month 2022, leading household brands Fairy and Ariel launched a survey, in partnership with the brands’ long-term charity partner akt, 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 63% felt that a lack of kindness at the time impacted how they felt after coming out.
As a result, the brands are launching a campaign urging their shoppers to support one another during these trying times.
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.
READ MORE: How are brands celebrating Pride Month 2021?
akt’s youth programme became a lifeline during lockdown for young people who found themselves in hostile living environments, facing loneliness and the threat of homelessness.
The donation money has helped to support 148 online group sessions and the digital resource hub, which saw almost 1800 visits during the lockdown period.
“Their [Procter and Gamble] 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,” akt deputy chief executive Carrie Reiners said.
“Their continued support allows akt to provide safe accommodation and support when and where needed most across the UK.’