Milan, 17 June 2024 - Coca-Cola, which has always been committed to recognizing and enhancing diversity and inclusion, confirms its commitment with "Words that unite", a project to celebrate, on the occasion of Pride Month, the power of words and their importance in building a more welcoming and respectful society.
At the heart of Coca-Cola's initiative is an exciting video that addresses the topic of language, exploring the impact words can have on each of us. Through the voice of an Ambassador like Annie Mazzola, who has always been close to the LGBTQIA+ community and who has been fighting for rights for years, the video highlights how words full of prejudice and discrimination can hurt and discriminate. At the same time, it reminds us how our voice can have a positive power through respectful language, the first step in creating a more welcoming and inclusive world.
With words that unite, Coca-Cola wants to raise awareness of the importance of the use of words and the impact they can have, making its contribution to building a more inclusive and respectful society. Words have the power to build or destroy, unite or divide. Freedom of speech should never be used to offend because it is too precious a right to spread hatred. It is a concrete commitment to raise awareness that starts from words, to arrive at the construction of a world where everyone can feel free to be themselves, free from the fear of judgment and discrimination.
"We believe that words have immense power, an important meaning. We want this power to pass through our projects, raising awareness towards a more inclusive and respectful world," said Cristina Camilli, Director of Institutional Relations, Communication and Sustainability Coca-Cola Italia. "For this reason, we are committed to promoting a language that goes in this direction, starting from our company and reaching society. Words can hurt and generate hatred but they can also be a tool for dialogue, understanding and inclusion. Also this year we want to reaffirm our commitment to create a world in which everyone can feel welcomed, respected and free to be themselves."
A commitment throughout the Peninsula, through support for Italian events
Once again, Coca-Cola confirms its presence and support for the main Pride events in Italy and for associations for the reception of LGBTQIA+ people in need. The company, also in 2024 is therefore present at the Pride of Naples, Turin and Padua Pride Village, while in Milan it renews its support, for the seventh consecutive year, to the Rainbow Social Fund, the fund promoted by CIG Arcigay Milano for solidarity projects in favor of the LGBTQIA+ community.
"For decades, we have been working to create an inclusive work environment, where each person can unleash ideas and creativity, different points of view and sensibilities. For this reason, we combine company policies with training courses aimed at our people and bring the same commitment outside the offices and factories," says Giangiacomo Pierini, Director of Corporate Affairs & Sustainability of Coca-Cola HBC Italia. "Also this year we confirm our support for the LGBTQIA+ community in the regions where we are present, through direct support for Pride celebrations and local associations, with which we have been working for some time to spread a solid culture of inclusion."
Coca-Cola's commitment to inclusion also translates into a concrete awareness-raising action in the area, thanks to the partnership with Cosmopolitan, which allows a discussion on the power of words on the road to some Italian locations. Together, the two realities have organized the Ultra Pride project with talks to bring the importance of an inclusive and non-discriminatory language not in big cities but in three places that are not usually touched by the large events dedicated to the month of Pride: three dialogues to be held in Modena, Prato and Anzio, respectively on the evenings of the 18th, 19 and 21 June. Starting at 6 p.m., moments of reflection will be conducted that also involve Alessia Crocini and the Famiglie Arcobaleno association, active in supporting LGBTQIA+ families, which will aim to raise awareness and promote dialogue, bringing new cultural ideas to give life to a moment of reflection.
"Words give shape to thoughts and vice versa: he who speaks well, thinks well. Words have the power to give dignity to lives because what is not named simply does not exist, and this is particularly important for the LGBTQIA+ community," said Alessia Crocini, President of Famiglie Arcobaleno - LGBTQIA+ Parents' Association. "Words can generate discrimination and stigma but also help build a better, more open and welcoming society".
Where the talks will be held:
· Bobotti, Viale delle Rimembranze 55, Modena, from 6 p.m.
· Opificio, Piazza San Marco, 39, Prato, from 6 p.m.
· Il Baretto, Riviera Guido Egidi, Nettuno/Anzio, from 6 pm