In support of Pride Month, Unilever and Superdrug have announced the continuation of their partnership with LGBTQ+ helpline charity Switchboard for the sixth year running. The campaign will run until the 11^th July in selected Superdrug UK stores and online.

Superdrug has announced the transformation of 600 stores across the UK with display fixtures and point-of-sale materials to help raise awareness of the charity and its services, which offer a safe space to discuss sexuality, gender and identity.

The campaign slogan ‘Celebrate the pride in you’ appears alongside the Switchboard helpline number and QR code, which provides links to the Switchboard website.

Additionally, till spaces in five stores in Manchester, Birmingham and Leeds have had a full Pride makeover and have been personalised for their different communities.

To celebrate the campaign, Unilever’s Pride range of beauty and personal care products, including SKUs from Vaseline, Lynx and Simple, will be promoted in store. The range features the Switchboard logo and number on the product packaging and is available all year around, exclusively at Superdrug.

Unilever has also announced that it has increased its donation to the charity from £30,000 to £40,000 in support of the charity’s important work to ensure that every call to its helpline is answered.

Chris Barron, General Manager of Personal Care at Unilever, says: “We want to do our part to raise awareness of the incredible work and service offered by Switchboard, which is why we’re continuing our support for a sixth year in a row, in partnership with Superdrug. To date, Unilever has donated nearly £200,000 to help fund Switchboard’s helpline. By continuing to support Switchboard, we can continue to raise awareness of the vitally important helpline, and make sure no contact goes unanswered”.