Smirnoff is raising awareness of the need to stand up to online prejudice with its #chooselove campaign, during Pride season (June 24 to July 9).

Throughout 2017 PRIDE, Smirnoff will monitor online social media to identify members of the LGBT+ community that have received abuse based upon their sexual orientation or gender identity. A taskforce of dynamic and socially engaged illustrators will then respond to these messages of hate with artwork of love. By taking the offensive tweets out of the hidden, personal, digital environment and reacting in a thought provoking and positive way, the Smirnoff #chooselove campaign will spread love and bring the issue to the public’s attention.

Chris Laidlaw, head of Smirnoff Europe said: “We are proud to have stood shoulder to shoulder with the LGBT+ community for over 20 years. We feel that it is our responsibility to help encourage diversity, equality and inclusivity in society. Smirnoff wants to put a spotlight upon the worrying trend that Galop has identified, and through our #chooselove campaign we hope to have a positive impact that encourages a dialogue of understanding, respect and compassion in both social media and wider society. By collectively taking action we can all spread a message of inclusivity, diversity and love.”