Swedish vehicle maker, Volvo, could have followed the corporate world and draped a rainbow flag over its newest family car, which its launching during Pride season.
But the firm parked that idea, opting instead to team up with the Westfield Shopping Centre in London to create s series of parking spot signage aimed at LGBTI families.
The idea is part of a campaign to promote the company’s new V60 model, which launches 9 July, and is accompanied by an advertising campaign called ‘The New Family Model’.
The firm said it’s recognized that, over the years, the definition of family has evolved, hence the icons profile different examples of family within society, including same-sex couples, single parents and nuclear families.
‘The introduction of the new V60 gives us the ideal opportunity to celebrate the modern family in all its guises’, said Mike Johnstone, Marketing Strategy Director, Volvo Car UK.
‘As the contemporary iteration of our mid-size family estate, the V60 perfectly reflects our human-centric approach to car design which aims to make its owners’ lives easier and safer.’
In addition to the typical signage for family parking which shoppers usually see, the Westfield Shopping Centre in London’s Shepherd’s Bush area has been adorned with parking spaces featuring same sex couple families and single parents.
We think the LGBTI family parking spots are a great idea. And any new gay parents, like Tom Daley and Dustin Lance Black, will doubtless find the weekly shop a little easier, now that they have their own designated LGBTI family parking spots.