Smirnoff Launches Next Chapter Of “We’re Open” Inclusivity Initiative

Smirnoff announces the next chapter of their “We’re Open” initiative. Bringing together leading non-binary artists and performers, together with LGBT Foundation, the campaign aims to spark conversation, create positive change in nightlife culture and lead a movement to make it a more open-minded and socially inclusive space. After having conducted research, Smirnoff identified that whilst 12% of millennials identified as transgender or gender non-conforming, society at large still lacked awareness and understanding of the non-binary community, with a lack of positive role models in mainstream media . Furthermore, with 3 out of…

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