Lush Global Brand team member, Alessandro Commisso has today been recognised for his achievements in developing globally recognised pro-LGBT campaigns, successfully securing his place within OUTstanding’s 2015 LGBT Future Leaders list.
Released in partnership with the Financial Times, the top 30 LGBT Future Leaders list highlights emerging leaders who have catalysed change in the campaign for LGBT inclusion. The list aims to shine a light on positive role models to encourage more people to be open and authentically themselves in the workplace.
Alessandro Commisso, Lush Global Brand team, “I’m a gay man, but I’m also Italian, young, stubborn, hyperactive, slightly rebellious… and these things impacted my career much more deeply than my sexual orientation! Diversity in business is not just about LGBT – it’s about the whole spectrum of employees as individuals. At Lush it’s ok to be gay. It’s also ok to be tattooed, have coloured hair, be a passionate recycler or spend all your spare time protesting the government. When there’s true equality, the real magic happens.”
OUTstanding CEO and founder Suki Sandhu says, “We are delighted to see Alessandro Commisso from Lush featuring in this year’s first ever OUTstanding & Financial Times Future Business Leaders list. They have proven that they are working tirelessly over and above their day jobs to improve the working environment for LGBT employees I look forward to the changes Alessandro will continue to carve in this on-going and vital campaign.”
Alessandro has played an integral part in some of Lush’s most successful campaigns, most notably the 2014 award-winning ‘#SignOfLove’ collaboration with All Out, which was the brands first global LGBT campaign. Ale initiated this campaign around the winter Olympics in Russia and used all Lush communication power to enhance the conversation on human rights for LGBT people. This was a photo petition, where thousands of pictures collected from over 50 countries were printed off and delivered to Russian Embassies all over the world. The campaign won the LGBT Tokyo Superstar Award 2014 in Japan and was shortlisted as “Best Campaign” in the British LGBT Awards in 2015. More recently, Alessandro developed the hugely successful ‘#GayIsOK’ campaign with charity partner All Out, which saw 825 Lush shops come together to host a two week campaign for equality for LGBT rights as human rights. The slogan: “What if your love was illegal?” highlighted that in 76 countries it is illegal to be gay. Alessandro developed ‘Love’, a golden soap bar embossed with the hashtag ‘#GayIsOK’. The irony was not lost on the public supporters that this product was illegal to sell in countries with anti-gay laws. The soap profits went into a Love Fund (£250,000) to support global grassroots LGBT charities.
This was Lush’s most powerful social campaign to date and generated a social media reach of 30 million. The hashtag then went viral during the celebration for marriage equality in the US, reaching a further 40 million, the largest conversation to date on global anti-gay laws.