June marks Pride month - a whole 30 days dedicated to celebrating and supporting the LGBT+ community.
'Asda and our Pride network are really passionate about creating an inclusive environment for our colleagues, customers and communities'
But this month also marks the start of George at Asda's 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.
To coincide with the partnership, George at Asda has specifically designed 3 slogan-filled, rainbow-printed T-shirts which can be bought online and in selected stores from June 14th.
This includes a unisex top for kids, between 1-14 years old and 2 adult T-shirts fitted for sizes S-4XL and 8-20. Prices start from £3 for kids and from £6 for adults.
For each and every product purchased, a minimum of 20% will go towards DRM, with a guaranteed minimum donation of £4,500.
Katie Wynn, diversity and inclusion manager at Asda, said: ‘Asda and our Pride network are really passionate about creating an inclusive environment for our colleagues, customers and communities – our partnership with DRM strongly aligns with our commitment to inclusion with the work that they do within schools to embed inclusion and empathy in the next generation.
'Our partnership with DRM provides an opportunity for our colleagues to volunteer to be part of their network, ambassadors and advocates of LGBT+ rights.’
The money donated will go towards DRM’s classroom-based workshops.
These involve hosting student workshops featuring LGBT+ or ally role models who speak openly about their lived experiences, building young people’s empathy so they can understand the (often unintended) impact of their language and actions.
DRM also train school governors, staff and parents and/or carers.
Adam McCann, chief executive officer at DRM, said: ‘We’re proud to partner with George at Asda as they share our passion for diversity and wholeheartedly support our mission to prevent bullying before it happens by educating young people about difference, challenging stereotypes and addressing the misuse of language.
'This year we reached our 100,000th pupil with our classroom-based student workshops and each T-shirt sale will help us continue to reach more schools.’
George at Asda's partnership with DRM launches at a historical time in the education system. In April this year, the regulations for teaching Relationships Education and Relationships and Sex Education was passed.
This means from September 2020, all secondary schools are required to teach pupils about sexual orientation and gender identity, while all primary schools are required to teach about different families which can include LGBT+ families.
Diversity Role Models was founded in 2011 and is up and running in London, Berkshire, Buckinghamshire, Essex, Hertfordshire, Kent, Surrey, Sussex, North West, West Midlands, Bristol and coming soon to Tyne and Wear.
There are 11 members of staff and more than 550 volunteer role models.
Patrons include the likes of professional rugby player Gareth Thomas, TV presenter and journalist Clare Balding and writer Stella Duffy.
To find out more, visit here.