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Smirnoff Launches ‘We’re Open’ Inclusivity Initiative

Smirnoff partners on new work to raise awareness of the trans and non-binary community.

Bringing together some of the leading non-binary artists and performers, Smirnoff have launched a new initiative that wants to spark conversation and have a positive impact on creating open-minded and socially inclusive spaces.

The campaign has been devised, together with LGBT Foundation, to celebrate the full diversity of gender identities.

In a new film by Smirnoff, DJ and producer Honey Dijon is joined by French LGBTQ+ icon Kiddy Smile, British transgender model Lucy Fizz, performance artist Xnthony and Le Fil. The film highlights the positive stories of these forward-thinking artists and performers in the hope of helping to shift mainstream perceptions and understanding of under-represented communities.

Anita Robinson, European Category Director at Diageo, the global leader in beverage alcohol, says of the campaign:

With this new film, we aim to support and give voice to the non-binary community, push the cultural conversation around gender equality and representation forward, and use our influence in nightlife culture to drive positive change in the communities it represents.

The film features Honey Dijon’s original rework of Sylvester’s ‘Stars’, with Sam Sparro providing the vocals. Dijon, who actively works on raising awareness of , says of the film:

The dancefloor was the place people of all ages, colours, genders and sexual orientations came together to celebrate and it was there that I first found acceptance. Those experiences shaped the person I am today. As a trans artist of colour I’m glad to be partnering with Smirnoff who recognise the important role that nightlife culture plays in providing a space for everybody to be their true selves.

The new film and campaign will amplify the voices of trans and non-binary individuals and put gender identity at the forefront of mainstream conversation. Not only that, but Smirnoff will partner with LGBT Foundation on a series of guidance and community projects.

LGBT Foundation with work with the Smirnoff bartender team to create a training program which ensures that staff are leading the way in creating an inclusive nightlight experience for all. Meanwhile, Smirnoff will collaborate with LGBT Foundation’s Village Angels initiative to help support and assist with nightlife organisations, local authorities, and emergency services around the UK.

Paul Martin OBE, Chief Executive of LGBT Foundation, says of the collaboration:

From providing insight and training to help the industry understand non-binary communities, to investing in grassroots initiatives that promote safety and inclusion in UK nightlife, this is a longstanding commitment to drive positive change. Our Village Angels have helped nearly 100,000 people since they were created in 2011.

Thanks to Smirnoff, we now have a very real opportunity to grow this success outside of Manchester, by inspiring cities around the UK to kick start projects which help LGBT communities stay safe and celebrate their identities whilst enjoying a great night out.

You can listen to the Honey Dijon and Sam Sparro track below:

Written by QWEERIST editor

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