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Celebractivism #Pride2020

Jun 25, 2020 • Aaron Goldman

Greetings from the Chi. Hope this finds you well.

Over the past few weeks we’ve been discussing branding in uneasy times and supporting important causes like Black Lives Matter.

We also shared a Google site that was originally built as an internal hub for Inclusion, Diversity, Equality, and Action (I.D.E.A.)

While we continue our initiatives around racial injustice, we’re also focused on positive change for the LBGTQI+ community.

This week, in honor of Pride month, we’re combining celebration and activism into a week of celebractivism.

We celebrate the progress that has been made in some countries with legislation legalizing same-sex marriage and protecting the LGBTQI+ community against certain forms of discrimination but recognize that there’s still quite a ways to go in the fight for equality.

Simon Hetherington Rea, 4C Client Success Director, put it well in an email he sent on behalf of the I.D.E.A. Pride Week Team:

At 4C, at the heart of our values is Allyship. Allyship plays an absolutely crucial role in advancing the causes of BLM and Pride. We consider everyone at 4C to be an ally – as with 4C for Good week’s focus on the BLM movement, this week we aim to highlight Pride’s wide-ranging history and all aspects of the queer community, with a view to helping our employees become even better allies.

To that end, we’ve updated our I.D.E.A. site with a bevy of resources to help provide education and inspire action.

For more on the importance of allyship and implications for brands or to learn how our I.D.E.A. site came to life check out these recent 4C Virtual Water Cooler conversations.

Virtual Water Cooler with
Grace LeDuc and Robbie Smolko

Virtual Water Cooler with
Simon Hetherington Rea

We also ask you to consider joining 4C in donating to these very worthy causes:


And perhaps the easiest way to show support is by using Pride hashtags on social media. As you can see, when Pride month kicked off on June 1, engagement with #pride, #pridemonth, and #pride2020 increased 2,392%, 10,284%, and 25,272%, respectively.

Looking forward to seeing everyone’s true colors shining through.

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