This summer, Lush Cosmetics stores around the world, in partnership with All Out, launched the #GayIsOk campaign where customers were encouraged to purchase and pose with a bar of Love Soap – a gold and glittery charitable soap embossed with the #GayIsOk hashtag.
With the aid of the limited edition sweet-smelling soap, Lush aspired to raise awareness and support for LGBT rights in countries where it’s illegal to be gay by asking customers to post selfies with the soap explaining why they support the cause.
The week-long campaign took the world by storm resulting in over 40 million uses of the #GayIsOk hashtag and 100,000 soaps sold, raising $564,000 in profit for a ‘Love Fund’ that will be distributed as grants to grassroots organizations across the world fighting for rights, equality and acceptance.
The Love Fund aims to attract applications from groups working in areas where anti-LGBT laws are harsh and extreme and where funding is in short supply. Groups who are trying to bring the focus of society, governments and legislators onto this topic are strongly urged to apply by October 31, 2015.
“Time and again we’ve seen how, with enough resources, activists do incredible work to change laws and shift hearts and minds towards full equality,” said Andre Banks, Executive Director and co-founder of All Out, a global organization with over two million members. “Too often, activists are isolated and underfunded, but the #GayIsOK campaign has brought a massive new audience to their work and also crucial funds to help them succeed.”
To learn about how LGBT groups can apply for grants visit lush.co.uk/tag/gayisok.