George at Asda launched its first campaign, Slay It. It focuses on inclusion and diversity.
Layton Williams, the star of Everyone’s Talking About Jamie, is the spokesperson for this campaign.
A transgender person arrives at a village hall to celebrate their homecoming but fears rejection. The dancers shed their coats and “their traditional manner” to create a dance troupe, taking off their coats to show brightly-coloured dresses.
George also created a TikTok challenge for creators, asking them to create celebratory dances using the hashtag #SlayItWithGeorge. This hashtag has been viewed 7.25 million times.
Diversity Role Models was also commissioned to conduct research for the brand. More than half of British respondents admitted that they behave differently around their family members.
A majority of respondents (69%) said they kept secrets from their family out of fear. Another 42 percent stated that they felt ignored.
“Almost half of LGBTQ+ people feel that they can’t bring their authentic selves home for holidays. Adam McCann, chief executive of Diversity Role Models, stated that only 20% of secondary school students are taught about LGBTQ+ identities, and how to deal with bullying.
George donated 100,000 pounds for Diversity Role Models to help stop bullying of LGBTQ+ people in schools. George created a collection of partywear to encourage everyone to feel confident about their identities.
“There is still a lot of opportunity to encourage young people not to be afraid to embrace differences and include all, in order to avoid the psychological effects of bullying and isolation. This campaign is a great partnership opportunity for us. It puts joy at heart of accepting who you are, and encourages everyone be their best selves.”