If it sounds like bias, it probably is

Our 2025 Pride campaign disarms the absurdity of prejudice by holding up a mirror to everyday bias faced by the LGBTQI+ community. We draw a line between funny hypothetical situations and the very real discrimination the community faces – from hearing that their love is ‘a phase,’ to being denied respect, rights, and in many cases, safety.

We wouldn’t judge someone for hating coriander, for example. So why judge them for who they love? Prejudice is prejudice. However you season it.

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