Cleaning brand launches new partnership to tackle gender stereotypes

Eco-friendly cleaning brand method has vowed to challenge "tired stereotypes" in the industry and is funding a national LGBT charity's entire volunteering programme.

Cleaning brand launches new partnership to tackle gender stereotypes

Method will partner with the LGBT Foundation for the next 12 months and support numerous projects that champion a safe, healthy and equal future for all LGBTQIA people.

To mark the announcement, PR agency The Romans created ‘Drag Cleans’, a unique drag show hosted by Method that saw seven UK drag acts tackle toxic gender stereotypes.

Each act took inspiration from method’s cleaning products – known for their bright colours and vivid fragrances – to create new characters designed to promote the ‘Drag Cleans’ partnership.

Guests watched as acts, including Cheddar Gorgeous and Anna Phylactic, proved that cleaning 'doesn’t have to be a drag', with a cleaning-inspired ‘lip-sink’ battle.

The event, which began in August, marks the beginning of a year-long campaign for the agency that will span PR, digital and ATL.

Joe Mackay-Sinclair, co-founder and executive creative director of The Romans, said: "In a world of woke-washing and one-off charity partnerships, method’s long term commitment to challenging stereotypes perfectly demonstrates how brands can meaningfully and relevantly engage with not-for-profits."

Head of communications at method, Sarah Tuke, said the industry has long been a contributor to tired stereotypes, but the cleaning brand has "always played with the norm, in order to bring a bit of sass to the cleaning aisle".

She added: "The wonderful world of drag shares method’s love of looking fabulous, with innovation, creativity and unapologetic self-expression at its heart. We want to challenge stereotypes and gender norms with the help of LGBT Foundation and our Drag Talent – to create something truly wonderful, bold and meaningful, that drives positive change over the next 12 months."

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