Sydney WorldPride takes place from February 24th to March 5th and is expected to inject $112 million into the NSW economy. The inaugural WorldPride was held in Rome in 2000 and previous host cities have included London, Madrid, New York and Copenhagen.
Sydney WorldPride marks the eighth iteration and the only time the event has been held in the Southern Hemisphere and the Asia-Pacific region. 2023 also coincides with the 50th anniversary of Australian Gay Pride Week and the 45th anniversary of the first Sydney Gay and Lesbian Mardi Gras.
Procter & Gamble (P&G) has announced details of its sponsorship of Sydney WorldPride, the second year of the multinational’s three-year partnership as a major sponsor of the Sydney Gay and Lesbian Mardi Gras.
The theme of this year’s extravaganza is Gather, Dream, Amplify and celebrates the partnership between the Indigenous and LGBTQIA+ communities. A message that dovetails with P&G’s corporate mission of – Equality and inclusion is achievable for all, Respect and inclusion are the cornerstones of its culture and Equal access and opportunity to learn, grow, succeed and thrive are available to everyone.
To reinforce its commitment, P&G will give donations from its sales in leading Australian retailers to Minus18*, a LGBTQIA+ youth charity providing anti-bullying resource kits for up to 50,000 school students nationwide.
Power skincare brand Olay will partner with Maria Thattil, the model, makeup artist and Miss Universe Australia 2020, to support Glow Up Your Own Way, the national campaign aimed at destigmatising LGBTQIA+ issues to foster greater confidence and self-assurance.
Thattil, together with 70 P&G employees, will be a highlight of Olay’s float at the Mardi Gras Parade on February 25th.
P&G is also teaming with Bobbi Lockyer, the Aboriginal artist, queer feminist and 2021 NAIDOC National Artist of the Year. Self-styled as the pink-haired mermaid queen, the WA-born creative developed P&G’s Lead in Love float for the Mardi Gras Parade, an interactive wall for Fair Day and in-store assets.
The Gillette, Oral-B, Pantene and Voost vitamin brands are also on board and have worked with Sydney Gay and Lesbian Mardi Gras to co-produce content to raise awareness about diverse issues experienced by different members of the LGBTQIA+ community, which will be rolled out during Sydney WorldPride.
As a key partner of Sydney Gay and Lesbian Mardi Gras, we are proud to celebrate and support the LGBTQIA+ community as part of our mission to ensure that respect, inclusion, and equal opportunity to learn, grow, and thrive are available to all, said Kumar Venkatasubramanian, Senior Vice President & General Manager of P&G Australia and New Zealand. “As a leading advertiser globally, we have a role to play in championing LGBTQIA+ visibility and are proud to create positive change in society.”
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