Washing liquid brand Fairy has changed its name and logo to help fight for LGBTI equality.
The UK-based brand (known as Dawn in North America) partnered with LGBTI homelessness charity akt (formerly Albert Kennedy Trust) for the month of July.
They’re donating £50,000 ( around $63,000) to help akt tackle homelessness among LGBTI youth.
Fairy dropped the ‘y’ on its brand name and added rainbow colors to its logo to coincide with a new report on families.
Entitled The Fair Report, it looked at the attitudes and perceptions of British parents to LGBTI issues.
The report found 69% of survey respondents said they would support their child if they were in a same-sex relationship and wanted to have a child.
Furthermore, 59% of parents think they talk openly and positively about LGBTI life and issues to their kids. But shockingly, nearly one in five (18%) said LGBTI parenting has no place in 2019.
Duncan James: ‘There’s still a large number of vulnerable kids’
Alongside the report, Fairy released a short video with Blue boy band member Duncan James.
James came out as bisexual in 2009 and then as gay in 2014. He said his mother was 100% supportive of him.
But it’s not the same for a lot of LGBTI people in Britain.
‘What was upsetting for me is the fact there’s still a large number of vulnerable kids out there,’ he said in the video. ‘Who are taking the brave step to come out and being rejected by their family and their loved ones.’
According to an akt press release, almost one quarter of the 150,000 young people facing or experiencing homelessness identify as LGBTI.
77% of those cite rejection or abuse from their families as what led them to being so.
‘Whilst there has been huge progress in equality in the UK, there’s still room for greater fairness,’ said Tom Moody, Vice President and General Manager, P&G Northern Europe. ‘In partnership with akt, our FAIR campaign recognises and celebrates the diversity in family life today.
‘When people chose a limited edition FAIR bottle and place it by their sink at home, they’ll be supporting a fabulous cause and our vision to create a world free from bias where everyone is free to be themselves,’ Moody said.
Yesterday (26 June), Prince William visited akt to meet with service workers and young LGBTI people.
Kensington Palace posted to Twitter about how important the visit was for the future king.
‘Ahead of the annual Pride in London parade,’ the tweet started. ‘The Duke of Cambridge visited [akt] to learn about the issue of LGBTQ+ youth homelessness and the positive change that akt are enacting through their unique prevention and early action approach.’