Pantene Launches Initiative To Help A Charity For LGBT+ Families Get $100k
Hair product brand Pantene has launched an initiative to help them raise $100,000 for Family Equality, an LGBT+ charity which provides direct support to LGBT+ families through activities, support groups, and events, and it also does advocacy work in the fight to ensure all LGBT+ families have the same legal rights as non-LGBT+ families.
All participants have to do is post a photo of their family on Twitter or Instagram using #BeautifulLGBTQ. For every photo posted, Pantene will donate $1, up to $100,000.
“For more than 40 years, Family Equality has been at the forefront of the movement for full lived and legal equality for LGBTQ+ families,” said Anna Libertin, the organisation’s Director of Communications, “And if there’s one thing we’ve learned from that work, it’s that love—built through those big and small moments we share—makes a family.
“We are so proud to be partnering with Pantene and these #BeautifuLGBTQ families to share that truth with the world. It is our hope that this powerful campaign will help us garner support in the fight for LGBTQ+ families and youth and encourage folks across the country to take action.”
As ‘LGBTQ Nation’ reports, Pantene and Family Equality launched the #BeautifulLGBTQ campaign in honour of November being National Adoption Month, along with the fact that LGBT+ couples are seven times more likely to adopt children than non-LGBTQ couples.
As part of the campaign, Pantene also created a video series that spotlights real adoptive LGBTQ families and the way their rituals around doing hair bring them closer together.
“Our partners at Yale University helped us discover that hair is the #1 expression of self-identity,” said Bret Senior, Pantene Brand Director, “and we know it’s even more heightened for the LGBTQ+ community. How does that manifest itself when you bring home a new family member with a completely different head of hair, or cultural background, or idea of gender expression? Many LGBTQ+ parents are addressing this tension every day, and along the way, it helps form a beautiful bond with their children.”
“For many members of the LGBTQ+ community, hair is self-expression,” added Libertin, “Short or long, curly or straight, maybe even bright pink or purple—hair provides a channel to explore and express identity. In short, hair is Pride.”
The heartwarming episodes feature parents helping their children discover the hairstyles that make them feel the most like themselves.
“Watching how these families formed and continue to bond has been incredibly heartwarming,” Senior said.
He added that with the campaign, Pantene hopes to help “reshape” society’s standards of beauty.
“The stories we tell in this campaign reveal how something as simple as hair is integral to identity and can actually bring people closer together. Furthermore, we want our LGBTQ+ family to be seen authentically and beautifully – because we are.”
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