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Starbucks demonstrates commitment to equality through Pride in London sponsorship

17 June 2015

The theme of this year’s Pride Parade is #PrideHeroes, celebrating individuals who have contributed to LGBT+ rights over the years. Participants and members of London’s LGBT+ community, including its straight allies, are being asked to nominate their own heroes, from the famous to the unsung, and to share their suggestions via the Twitter hashtag #PrideHeroes.

#PrideHeroes follows the success of last year’s award winning #FreedomTo campaign which ran across social, digital, OOH and PR channels, driving record-breaking attendance to the event and helping to change attitudes towards LGBT+ people.

Subscribers to Pride’s newsletter will be able to enjoy a buy one get one free offer on yoghurt frappuccinos and will be able to make use of a breakfast and drink offer for £4 in participating stores in central London. Pride volunteers will be offered free tall drinks in stores around the parade route and some selected stores will be giving away drinks to the best and most strikingly dressed customers.

Lisa Robbins, director of partner resources at Starbucks, says:

“At Starbucks, we believe in celebrating our diverse partners the world over. We’ve built our success as a community and a business on the differences between us. We are sponsoring Pride in London to celebrate our partners (employees) and customers and encourage them to feel pride, too.”

Michael Salter, Chair of Pride in London, commented:

“Pride in London has become one of the city’s largest annual events, and last year’s festivities were enjoyed by more people than ever before – so it’s fantastic that Barclays are again supporting the event as our headline sponsor and we’re delighted to have support from Starbucks, with its history of encouraging and nurturing diversity and inclusion.

“With our new #PrideHeroes campaign we’re encouraging people to celebrate and acknowledge the personal and historic heroes within our community, whether friends and family, historic or living, political or celebrity. People will be able to publicly acknowledge their heroes and celebrate the positive impact they have had on their lives and the broader LGBT+ community.”

Pride in London is a week-long festival, from 20th to 28th June, celebrating all aspects of the LGBT+ community. Last year more than 750,000 people came to Pride in London and 30,000 people joined the annual Parade, which is one of the city’s biggest one-day events, second only to the London Marathon, and one of the world’s biggest LGBT+ celebrations. This year’s Parade takes place on Saturday 27th June, alongside the festival in Trafalgar Square and activities in Soho.

For companies, brands or organisations wanting to be involved in the festival, Pride in London has varying levels of sponsorship on offer, with strictly limited numbers of packages available, plus some one-off, bespoke opportunities.

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