Pantene, the Trans Chorus of Los Angeles and GLAAD partnered on the “Going Home for the Holidays” video series in support of LGBTQ+ people who fear they won’t be accepted when they visit home, according to a press release, reports Marketing Dive.
The video series features stories of four members of the Trans Chorus. The P&G brand says it is “dedicated to helping everyone everywhere see and experience transformation in their lives in big and small ways.”
Additionally, Pantene has pledged $100,000 to Family Equality, a support organization for LGBTQ+ people and their families. The new campaign builds on the previous “Don’t Hate Me Because I’m BeautifuLGBTQ” campaign launched in June, which is Pride Month.