As part of the #GayIsOk campaign with All Out in July 2015, Love Soap was sold in over 800 Lush shops globally, emblazoned with the hashtag #GayIsOk.
Although this simple message meant that the soap could not be sold in 100 Lush shops around the world because of anti-gay legislation in these countries, thousands joined the cause and in total 107,479 sparkling gold bars were sold.
Profits from sales of the sparkling gold soap were collected into a Love Fund, which raised $425,000. On social media, selfies and words of solidarity reached 30 million people with direct campaign messages. An additional 40 million were reached after the US Supreme Court ruling on marriage equality came down 24 hours after the campaign's launch.
“A little sparkly soap goes a long way,’ said Alessandro Commisso from Lush. “Thousands of Lush customers, All Out members, VIPs and allies of the LGBTQ2+ community told the world that #GayIsOK and made this an epic campaign! By purchasing the Love Soap they have given us their trust (and their dollars) to fund grassroots charities and continue to support LGBTQ2+ rights as human rights, especially where life is not all glitters.”
Now, a panel of All Out representatives, Lush staff and independent LGBTQ2+ activists will choose which LGBTQ2+ organizations fighting for rights, equality and acceptance around the world will receive Love Fund grants up to $15,400. All Out have themselves received $78,535 to enable their ongoing support for LGBTQ2+ people worldwide.
LGBTQ2+ rights are human rights and the panel is looking for groups who are trying to bring the focus of society, governments and legislators onto this topic. Lush are hoping to attract applications from groups working in areas where anti-LGBTQ2+ laws are harsh and extreme and where funding is in short supply.
“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 2 million members. “Too often, activists are isolated and underfunded, but the #GayIsOK campaign has brought a massive new audience to their work also crucial funds to help them succeed.”
Lush Charity Pot scheme also continuously supports local and global organizations fighting for human rights. Click here for local Charity Pot funding.
Thank you all for your incredible engagement so far. Our hope is to reach into areas of the world and into communities, which are normally forgotten, isolated and beyond the usual contacts of Lush and All Out. Any help you can give in spreading the word to LGBTQ2+ groups and individuals and letting them know that they can apply for funding for their projects is greatly appreciated.