Love Unites celebrates the power of love and promotes educational projects against bullying and homophobia
For the second year, Coca‑Cola is partnering with Milano Pride with Love Unites, a special campaign dedicated to love, the most powerful feeling in the world that eliminates diversity and unites people.
A limited-edition t-shirt was created to spread this message and to celebrate that unique power able to overcome distances and unite everyone. A clear and simple message, to wear and spread with pride, and to share with the hashtag #LoveUnites.
As a confirmation of its commitment to the enhancement of diversity and inclusion, through Milano Pride, Coca‑Cola supports educational projects for middle and high school students in Milan and province, to raise awareness on themes such as homophobia, bullying, gender discrimination and sexual orientation.
Everyone can support the project by purchasing Love Unites t-shirts in Pride Square: Coca‑Cola employees will volunteer at Milano Pride with a dedicated stand from Thursday 27th to Saturday 29th June in Largo Bellentani.
"As part of our commitment on diversity and inclusion, we renew also for this year our support to Milano Pride 2019" - says Giuliana Mantovano, Marketing Director at Coca‑Cola Italia - "With the message Love Unites we want to communicate love as the power that breaks down barriers and unites people and we want to invite everyone to overcome any division”.
Coca‑Cola will attend the traditional parade on 29th June with all its employees, families and friends, and invites everyone to participate because in front of love we are all equal and united by the same desire to be together.
This initiative confirms Coca‑Cola's commitment in promoting diversity and inclusion, which began with the 2,000 people in Italy who work in offices, plants and sales force, for whom the only requisites for recruitment, employment, training, remuneration and career progression are based on their skills, results and experience.
Way before the introduction of the Cirinnà Law, we were already guaranteeing important rights for our employees such as the extension of health insurance and marriage leave to same-sex partners. In the spirit of a constant improvement, in 2017 we joined Parks – Free and Equal, an association that helps companies to understand and attain maximum business opportunities deriving from the development of strategies and good practices that respect diversity.
This commitment continues to be implemented also through the production of communication campaigns that promote inclusion. The latest example is the new Sprite project "I Love You Haters", with which the company takes a strong stand against bullying and homophobia and invites everyone to respond with love to those who feed on hate.
The Love Unites campaign will also be activated through Coca-Cola’s partners and Uber Eats , and within the Modern-Trade and HO.RE.CA. channels in Pride Square, where consumers who choose Coca‑Cola products will receive the Love Unites bag as a gift.