In 2022, the American Express team made a philanthropic donation to create more than 250 free pride packs for Minus18 to share to schools, community organisations and youth groups across Australia.

Each pack contained a large rainbow flag, printed resources, posters, rainbow ribbons, stickers and more, to make any celebration a rich opportunity to educate and build awareness, without teachers or volunteers spending their own money to activate on the day.

Packed by volunteers in the lead up to the campaign launch, these free pride packs were scooped up in mere hours, as the community came together to start planning their celebrations in early April.

From our evaluation, we saw that 97% of participants said celebrating IDAHOBIT helped to create ongoing LGBTQIA+ inclusion beyond the day and these activations reached more than 100,000 young people through:

• Rainbow Flag raising ceremonies in schools across the country
• Pride sporting events celebrating inclusion and diversity
• Not for profits and community organisations hosting rainbow morning teas

The activation aligned with LGBTQIA+ celebrations across the year, with the American Express team coming together with Minus18 for Sydney Gay & Lesbain Mardi Gras, as well as Wear it Purple day.