George drm partnership

George partners with Diversity Role Models for Pride

There’s a new Pride campaign everyone is talking about!

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George partners with Diversity Role Models for Pride

June marks Pride month – and a whole 30 days dedicated to celebrating and supporting the LGBT+ community.

‘At George, we are passionate about making a real difference to people’s everyday lives and in building a community of allies for the LGBT+ community. Together, we will make waves in creating an inclusive environment that allows everyone to celebrate “Being You”.’

And this year, to celebrate its 30th birthday, George at Asda is cementing its charity partnership with Diversity Role Models (DRM), a charity that works to prevent bullying related to gender/sexuality and encourages critical thinking by taking positive role models into schools.

Its vision is a world where everyone embraces diversity in order for future generations to welcome, accept and support difference.

This year, the partnership includes a £100,000 donation to the charity, to support its focus on embedding inclusion and empathy in the next generation.

Adam McCann, chief executive officer at Diversity Role Models, says, ‘We are thrilled to partner with George and Asda for a second year. It has been inspirational to witness first-hand their commitment to LGBT+ inclusion, which isn’t limited to just one celebratory day, week or month each year.

‘There is a remarkable synergy between our values, and I’m looking forward to these coming to life in the stunning George Pride fashion range. The donation will also be immense in helping Diversity Role Models reach more students, to help create a world where everyone embraces diversity and can thrive.’

To celebrate the partnership with the charity, George at Asda will launch its ‘We are Proud’ campaign to run across June, working with ambassadors and supporters of DRM. As this summers’ Pride events have either been cancelled or are changing to digital events instead, it’s now more important than ever that we still recognise Pride month – and this campaign provides the perfect opportunity to celebrate what it means to be proud.

Lynne Tooms, senior director at George at Asda design & buying, says, ‘This partnership supports everything we stand for as a brand. We know that one in three children wear George school uniform, so we believe we can have a real role to play when it comes to their education in diversity and inclusion. 

‘At George, we are passionate about making a real difference to people’s everyday lives and in building a community of allies for the LGBT+ community. Together, we will make waves in creating an inclusive environment that allows everyone to celebrate “Being You”.’

Later this summer, George is launching a range of unisex fashion products to celebrate Pride, with sizes ranging from kids to adults in the majority of designs. DRM has worked in partnership with the design team at George to create inclusively worded and diverse designs – look out for the range in selected stores and on George.com from August 2020.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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Diversity Role Models was founded in 2011 and delivers its services in London and the Home Counties, West Midlands, and the North West and North East of England.​

Registered Charity Number 1142548