Procter & Gamble (P&G) has announced its sponsorship of 2023’s Sydney WorldPride and its plans as major sponsor of the Sydney Gay and Lesbian Mardi Gras.
P&G, creators of brands such as Pantene, Oral-B, Gillette, Olay, Fairy, and VÖOST, is in its second year of its three-year partnership as major sponsor of the Sydney Mardi Gras.
Kumar Venkatasubramanian, Senior Vice President and General Manager of P&G Australia & New Zealand, said as a leading advertiser globally, P&G have a role to play in championing LGBTQIA+ visibility and are proud to create positive change in society.
“As a key partner of Sydney Gay and Lesbian Mardi Gras, we are proud to celebrate and support the LGBTQIA+ community as part of our mission to ensure that respect, inclusion, and equal opportunity to learn, grow, and thrive are available to all.”
P&G have partnered with Bobbi Lockyer, an Aboriginal artist, queer feminist, and winner of the 2021 NAIDOC National Artist of the Year, who has joined as creative designer, developing P&G’s Lead with Love float for the parade, and interactive painting wall for Fair Day, and in-store assets.
Albert Kruger, CEO of Sydney Gay and Lesbian Mardi Gras, said they’re proud to continue collaborating on the ‘Lead with Love’ video series and are excited to see the work done with Queer First Nations artist Bobbi Lockyer come to life at P&G’s Mardi Gras Fair Day activation and on their Parade float.
“P&G and their respective brands cover so much connected to identity and expression, and the work we do together means a huge amount to Sydney Gay and Lesbian Mardi Gras and the local LGBTQIA+ communities.”
P&G will also be providing donations from sales in major Australian retail partners to LGBTQIA+ youth charity, Minus18, providing anti-bullying resource kits to reach over 50,000 school students across Australia.
Maria Thattil will partner with Olay to support its ongoing national campaign, Glow Up Your Own Way, which is dedicated to destigmatising LGBTQIA+ issues and supporting greater self-acceptance and confidence. Thatttil will also join Olay’s float at the Mardi Gras, alongside over 70 P&G employees.
Kate Wickett, CEO of Sydney WorldPride, said P&G have been meaningful, long-term supporters of the LGBTQIA+ community, Sydney WorldPride, and the Sydney Gay and Lesbian Mardi Gras over the years.
“The video series P&G have co-produced with Sydney WorldPride and Mardi Gras is a brilliant example of this, featuring LGBTQIA+ community members with an emphasis on underrepresented groups including First Nations, POC, people with disability and transgender people.”
P&G’s co-produced Mardi Gras content will be rolled out between February and March 2023.
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