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Skittles devotes its platforms to provide visibility for LGBTQ+ artists, influencers and creators

By Anthony Myers contact

- Last updated on GMT

One of the mural designs in Marlon, Newark, New Jersey, which is part of  Skittles' support of LGBTQ+ community. Pic: Mars Wrigley
One of the mural designs in Marlon, Newark, New Jersey, which is part of Skittles' support of LGBTQ+ community. Pic: Mars Wrigley

Related tags: Mars, LGBTQ+

To celebrate the June initiative, Skittles has teamed up with historian, author, educator and influencer Blair Imani to promote LGBTQ+ visibility, spotlighting artists, influencers and creators through the SKITTLES QueeR Codes programme in cities across the US and at SKITTLESQueerCodes.com.

The programme includes partnerships with four LGBTQ+ artists across the country who have created original murals that express what the rainbow means to them and how they celebrate Pride. The brand has also partnered with five LGBTQ+ influencers showcasing their stories and experiences that range from drag performance to sign language performance, music, dance and makeup artistry.

When SKITTLES came to me with this idea, I was so excited to be a part of something that’s focused on shining a spotlight on the wide range of backgrounds and experiences in the LGBTQ+ community​,” said Imani. “As a Black, bisexual and Muslim woman, I’m always celebrating and educating others about topics like intersectionality and visibility, and to get to work on a campaign that’s focused on those topics while partnering with so many great LGBTQ+ artists and creators was something I was honoured to participate in​.”

The murals will appear across the country including several communities where Mars Wrigley, the owner of the Skittles brand, operates – including Newark, NJ, which is also home to its North American Headquarters.

The brand also said it is continuing its partnership with GLAAD, the world’s leading LGBTQ+ media advocacy group. During June, $1 per Skittles Pride Pack purchased will be donated to GLAAD (up to $100k) and there will also be various resources from the group available such as information on how allies and community members alike can educate themselves on how to best support the LGBTQ+ community during Pride and year-round.

Skittles has also given up its rainbow packaging to support and celebrate Pride month, with the release of its limited-edition grey Skittles Pride Packs for the second year in a row in the US.

Mars said it is committed to fostering a culture where everyone has an equal opportunity to be heard, valued and supported, through ongoing dialogue among associates, policies and benefits, including non-discrimination protections, partner healthcare coverage, transgender healthcare benefits, parental leave and adoption assistance.

Related topics: Candy, Mars, Retail & Shopper Insights

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