From 25th June to 5th July, 825 Lush shops across the world will ask their customer, "What if you're love was illegal?" and encourage them to post selfies with their new campaign's fundraising product Love Soap (£4.00 for a 120g bar) - a gold soap scented with Lush's Love fragrance - telling the world why they think #GayIsOK.
Despite the powerful message, Lush are unable to sell their soap in around 100 of their stores around the world due to anti-gay legislation in these countries; as the soap has a positive affirmation regarding gay rights, it's also not legal in many markets.
LGBT equality work, especially in places where it is most needed, is massively underfunded. By purchasing the Love soap, you are supporting grassroots LGBT groups fighting for equality all over the world daily. The #GayIsOk campaign aims to raise £250,000 through profits of the soap. £50,000 will be donated directly to All Out for their campaign efforts across the world. With the rest, Lush will be inviting LGBT groups to apply for grants of up to £10,000 via All Out's website.
As part of the 24 hour global marathon to launch Lush's new campaign #GayIsOK, London Oxford Street will be hosting a 'Soapbox' event this coming Thursday 25th June. Political Campaigner, Peter Tatchell will be discussing the worldwide struggle for LGBTI rights with international speakers Kapil Gupta of the Human Dignity Trust, Phyll Opoku-Gyimah from UK Black Pride and Kaleidoscope Trust's Simon Fanshawe.
Head on down to the Lush flagship at 75-179 Oxford Street and help them tell the world through social media why #GayIsOk!
www.lush.com
Love Laurel x
