Ice cream maker Häagen-Dazs has pledged a donation of $100,000 to Allies in Arts (AiA), a non-profit organisation that supports BIPOC and LGBTQ+ female artists; all of whom are underrepresented in the creative industries.
It is the latest recipient of a donation from Häagen-Dazs $1.5M commitment through the #ThatsDazs Campaign. This announcement marks the brand’s second donation as part of its commitment to uplift a generation of diverse tastemakers and creators over the next three years. This campaign kicked off earlier in the year by multi-hyphenate creator, Lena Waitheand with a $100K donation to Hillman Grad Productions and her Mentorship Lab.
Häagen-Dazs is approaching year two of its #ThatsDazs campaign, which is working to ensure new voices have a platform where their passion, art and definition of luxury can be experienced by many. “Our campaign is inspired by the creativity and passion of our brand founders, and Allies in Arts is an incredibly inspiring non-profit that is executing impactful work and brings our purpose to life with a diverse array of artistry,” stated Elizabell Marquez, Chief Marketing Officer at Dreyer’s Grand Ice Cream.
SUPPORTING UNDERREPRESENTED COMMUNITIES
AiA was founded in 2015 by entrepreneur/musician Paco de Leon and queer filmmaker Drew Denny; and operates in collaboration with an advisory council helmed by designer Kyle Lasky of Transanta and photographer Jasmin Porter who curates #QueerBlackFutures. Each of the AiA initiatives is spearheaded by a member of the community that programme means to empower. Artists face barriers as a direct result of race, gender, sex, and sexual orientation; and AiA seeks to break down those barriers by awarding grants, creating installations, developing exhibitions and screenings, and connecting artists with the decision-makers who can hire them.
“We are so excited for this partnership, and so grateful for this new opportunity to support artists who are women, BIPOC and LGBTQQIA2S+,” stated Kyle Lasky of Allies in Arts. “With the support of Häagen-Dazs, we can together fulfil our mission to provide fairly paid work and showcase the amazing talents of underrepresented artists.”
The Häagen-Dazs brand donation will support overall operations, the elevation of AiA artists’ creations on Häagen-Dazs owned channels and the creation of a mural from an AiA artist that will come to life in the coming year. As the ice-cream brand approaches year two of its #ThatsDazs campaign, the brand will continue to evolve its purpose-driven mission. This includes the launch of additional content on social media from a diverse mix of talented, up and coming creators – artists, street photographers, dancers, chefs and more – each sharing their personal definition of luxury. Additionally, Häagen-Dazs will continue to partner with various non-profit organisations that uplift and support underserved and underrepresented communities across the country, concluded the company.
myGwork, the professional networking platform for the LGBTQ+ business community, has announced the return of #WorkFair on 17 November 2021, to boost LGBTQ+ recruitment worldwide. Click here to read more.
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