Absolut has announced the launch of Absolut Love Letters, a campaign that celebrates the power and stories of the LGBTIQ+ community, their allies and friends and highlights the importance of being a vocal supporter in 2020.
Absolut noted that the majority of Aussies share this belief and support the LGBTIQ+ community, but said that recently "it feels like the loudest voices are the most negative ones. Absolut is on a mission to change this."
"Through Absolut Love Letters, we hope to gather one of the largest collections of positive messages Australia has ever seen – and share them publicly across the country during Sydney Gay and Lesbian Mardi Gras 2020," the brand said.
Absolut has released the Make Love Louder report, led by prolific LGBTIQ+ researcher, author and advocate, Dr Shirleene Robinson, which underpins the project Absolut Love Letters. This report highlights how public debate on freedom of speech and discrimination have negatively impacted the community and the importance of vocal support of allies and friends.
Absolut confirmed in a study of 1000+ LGBTIQ+ people that 1 in 4 saw or heard negativity about the community on a daily basis, while 3 in 5 said at least once a week and almost all (95%) have seen or heard it in their lifetime. The research also showed 3 in 4 allies and friends say they are silent supporters (73%), highlighting the importance of vocal and overt support for the community in the current climate of discrimination.
Dr Robinson said: “The Make Love Louder report highlights the power of support from people outside the LGBTIQ+ community, as friends and allies. For most, that support is silent, and this research explores why vocal support could make a huge difference to LGBTIQ+ people at a time when they most need it. We are stronger together. Now more than ever, it is important that LGBTIQ+ allies speak up to make Australia a fairer place for everyone.”
Absolut Love Letters aims to demonstrate hate is in the minority and love is louder. Once again, this year Absolut will hero stories of love and support from the community, this time in celebration of LGBTIQ+ Aussies, their allies and friends.
To launch the campaign, Absolut worked again with visual artist, Scott Marsh to bring to life a story of love and friendship.
Marsh said: “The LGBTQI community has been so supportive of my work over the years, so it’s really nice for me on a personal level to continue working with them to tell and celebrate real stories of the community and their allies and friends.”
Albert Kruger, SGLMG CEO added: “We’re excited to welcome Absolut back as partner for our festival this year. Absolut has a long-standing legacy of supporting the LGBTQI community across the world, and we are proud to partner with them as they Make Love Louder this year.”
To get involved, share your message of love, support and positivity for the community with us on social with #AbsolutLoveLetters to help show love is louder. Find out more by heading to //Absolut.com/loveletters.
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