As part of the #GayIsOk campaign with All Out in July 2015, Love Soap was sold in over 800 Lush shops globally, emblazoned with the hashtag #GayIsOk.
Although this simple message meant that the soap could not be sold in 100 Lush shops around the world because of anti-gay legislation in these countries, thousands joined the cause and in total 107,479 sparkling gold bars were sold.
Profits from sales of the sparkling gold soap were collected into a Love Fund, which raised £275,955. On social media, selfies and words of solidarity reached 30 million people with direct campaign messages. An additional 40 million were reached after the US Supreme Court ruling on marriage equality came down 24 hours after the campaign's launch.
‘A little sparkly soap goes a long way,’ said Alessandro Commisso from Lush. ‘Thousands of Lush customers, All Out members, VIPs and allies of the LGBT community told the world that #GayIsOK and made this an epic campaign! By purchasing the Love Soap they have given us their trust (and their pounds) to fund grassroots charities and continue to support LGBT rights as human rights, especially where life is not all glitter.’
The Love Fund
Before the closing date of 1st November 2015, LGBT rights groups, collectives, charities and communities working towards equality laws, acceptance and inclusion were nominated for Love Fund grants.
Now, a panel of All Out representatives, Lush staff and independents LGBT activists are choosing which organisations will receive Love Fund grants of £100-£10,000. The panel are particularly focused on helping groups working in areas where anti-LGBT laws are harsh and extreme and where funding is in short supply.
“Time and again we’ve seen how, with enough resources, activists do incredible work to change laws and shift hearts and minds towards full equality,” said Andre Banks, Executive Director and co-founder of All Out, a global organization with over 2 million members. “Too often, activists are isolated and underfunded, but the #GayIsOK campaign has brought a massive new audience to their work also crucial funds to help them succeed.”
Thank you all for your incredible engagement so far. Our hope was to reach into areas of the world and into communities which are normally forgotten, isolated and beyond the usual contacts of Lush and All Out. You spread the word to LGBT groups and individuals, letting them know about the Love Fund grant. Keep on the lookout for updates coming soon!
Lush Charity Pot scheme also continuously supports local and global organisations fighting for human rights. Click here for local Charity Pot funding.