George at Asda is partnering with Diversity Role Models for Pride


June marks Pride month - a whole 30 days dedicated to celebrating and supporting the LGBT+ community.

But this month also marks the start of George at Asda's partnership with Diversity Role Models (DRM) - a charity that works to prevent bullying related to gender/sexuality and encourages inclusivity by taking positive role models into schools. Its vision is a world where everyone embraces diversity in order for future generations to welcome, accept and support difference.

To coincide with the partnership, we’ve designed three slogan-filled, rainbow-printed t-shirts which can be bought online and in selected stores from Friday 14th June. This includes a unisex top for kids, between 1-14 years old and 2 adult T-shirts fitted for sizes S-4XL and 8-20. Prices start from £3 for kids and from £6 for adults. For each and every product purchased, a minimum of 20% will go towards DRM, with a guaranteed minimum donation of £4,500.

Hayley Tatum, SVP - People and Exec Sponsor of our Pride CRG said “I’m really excited about the partnership with Diversity Role Models and the launch of this new George Pride range. It’s great to work with a charity who is as passionate as we are about supporting local communities and helping build a truly inclusive culture. We’ve been working with our George Team and the Pride Colleague Resource Group to set up this range and I cannot wait to see how our colleagues get behind this and our Summer of Pride activity to really show our support for our LGBT+ colleagues, customers and communities."

The money donated will go towards DRM’s classroom-based workshops. These involve hosting student workshops featuring LGBT+ or ally role models who speak openly about their lived experiences, building young people’s empathy so they can understand the (often unintended) impact of their language and actions. DRM also train school governors, staff and parents and/or carers.

Diversity Role Models was founded in 2011 and is up and running in London, Berkshire, Buckinghamshire, Essex, Hertfordshire, Kent, Surrey, Sussex, North West, West Midlands, Bristol and coming soon to Tyne and Wear. There are 11 members of staff and more than 550 volunteer role models. Patrons include the likes of professional rugby player Gareth Thomas, TV presenter and journalist Clare Balding and writer Stella Duffy. To find out more, visit here.

Have you picked up a t-shirt? Share your pictures on Instagram and tag inclusion.at.asda