Health drinks brand WOW, has partnered with LGBT+ charity for young people, Just Like Us, to raise awareness for Pride month with a series of on and off-bottle activations.
The London start-up has created circle stickers atop the lids of its drinks, baring rainbow coloured versions of the brand's logo and the message “Pride Month 2018.” Available now until mid-July, the Pride sticker bottles will be available in all of WOW's stockists, including Sainsbury's, Waitrose, Boots, Co-op, Ocado and many more.
WOW will hand out limited edition cardboard rainbow glasses, temporary tattoos and other WOW merchandise throughout London, with all proceeds going towards Just Like Us. The campaign also extends to social media, encouraging the public to share pictures of their Pride themed WOW merchandise on Instagram or Twitter using the tag @drink.wow and hashtag #Pride2018. In response, WOW pledge to donate 50p to Just Like Us for each photo.
The funds raised will go towards the award-winning charity's efforts to support LGBT+ young people. Just Like Us helps LGBT+ young people to lead awesome lives by empowering young people to champion LGBT+ equality at school and work. The charity trains LGBT+ university students to share their own stories with secondary school pupils to make sure they hear powerful and positive messages from others who have been through similar experiences. The charity has previously been supported by the UK Prime Minister, singer Elton John and his husband David Furnish.
Tim Ramsey, Chef Executive at Just Like Us said: “We are delighted to be partnering with WOW for this year's Pride month. The support they are providing will make an amazing difference to lives of schoolchildren.”
WOW's French and Austrian bottles will also sport translated versions of the stickers. In France, a percentage of donations will also go towards Le Refuge, a charity which provides shelter and support to young adults victims of homophobia and transphobia. The Pride themed WOW merchandise will also be given out across Paris.
WOW Founder, Oliver Dickinson, said: “At WOW, we are all about living life in technicolour. Seeing life with your WOW glasses on means not distinguishing between gender and only seeing unconditional love. Celebrating diversity and inclusion is very close to our hearts so our decision to fundraise with our limited edition packaging was a no brainer. Charities such as Just Like Us and Le Refuge put in monumental amounts of hard work to help LGBT+ communities and deserve recognition and funds. We are thrilled and extremely proud to be supporting these charities and celebrating equality for people of all sexual and gender preference.”