Pride Month, QVC Italia launches the ‘Dire. Do. To kiss.’

The campaign invites us to think about the social value of the individual coming out as an act of self-love but also as an act of encouragement and support for those who cannot do it yet, suffer prejudice or are forced to go into hiding.

The new campaign designed by QVC Italia for the month of Pride starts from the gesture of the kiss, active on proprietary platforms from 1 to 30 June 2023. With the ‘formula’ ‘Say. Do. Kiss.’, QVC embraces the LGBTQ+ community and encourages coming out.

The campaign invites you to think about the social value of the individual coming out as an act of self-love but also as an act of encouragement and support for those who cannot do it yet, suffer prejudice or are forced to go into hiding. At the same time it supports the freedom to live one’s daily life starting from the simplest gestures: walking hand in hand with the person you love, enjoying a coffee break or lunch at work with your partner.

QVC’s 2023 initiative for Pride Month, which will involve all platforms, takes its cue from the well-known boyish chant: ‘Dire’ represents the expression of the self and the manifestation in words of one’s own values ​​and ideas; ‘Doing’ indicates the action, the invitation to actively expose oneself; ‘Baciare’ invites you to let go and become an icon of change going beyond words and deeds to become an image and manifesto of love. A nursery rhyme which, on this occasion, becomes a mantra and, at the same time, a manifesto against injustice and discrimination.

To make your commitment even more concrete, QVC has created a dedicated t-shirtavailable in four different colors and sizes, which can be purchased on the website www.qvc.it at a cost of 19.90 euros with free shipping. All proceeds will go to the Quore Association which is committed every day to responding to the needs of the territory and improving the living conditions of LGBTQ+ people. In particular, the To Housing reception and accompaniment project will be supported. A social co-housing project in Turin to welcome LGBTQ+ people in difficulty and in conditions of extreme vulnerability.

The choice to take the field again this year for the month of Pride stems from the constant commitment by QVC Italia to support diversity, equity and inclusion within its organization and of those with whom it chooses to work work, in the assortment and presentation of products. The campaign is promoted in collaboration with QVC’s Noise Team Member Resource Group .



Source-www.adnkronos.com