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Hello, communicators:

While the LBTQI+ community celebrates Pride month, a record number of legislative bills restricting transgender rights serve as a reminder that the celebration is about far more than marketing stunts and colorful product lines. To that end, SodaStream has released a campaign around its rainbow-colored sparkling water maker kit that goes beyond the product to spotlight actress and trans rights activist Laverne Cox with an animated film called “Rainbow Story.”

https://www.youtube.com/watch?v=okPwcLiG-i4

The film stars Cox as a superhero and spotlights key moments in her life, including her connection to major milestones for LGBTQI+ rights and celebrating her personal achievements, some of which were  firsts for the trans community.

“I love SodaStream and I love the idea of being a superhero,” Cox said in a press release. “I also love that part of the proceeds from the sale of this Rainbow Story SodaStream are going to an NGO that services the LGBTQI+ community all over the world. I think giving back and being of service is really what it’s all about.”

For the third year in a row SodaStream is partnering with ILGA World, a global LGBTQI+ NGO, and 10% of proceeds from the “Rainbow Story” products will be donated to the organization.