Smirnoff teams up with Lad Bible for long-term 'Free to Be' nightlife diversity push

Smirnoff has inked a year-long partnership with Lad Bible as the vodka brand continues to hone in on diversity initiatives skewed towards younger audiences.

The Diageo-owned company will collaborate with the social publisher on a project dubbed 'Free to Be'. The drive looks to inspire positive changes in UK nightlife and drinking culture by creating a more inclusive environment for everyone regardless of their gender, sexuality or otherwise.

Coming on the back of research from the publisher that 30% of millennials were "confused" about how to approach the subject of inclusivity, the project is kicking off with a short-form documentary called 'Night Shift'.

The film showcases real stories from people readers might encounter on a night out, like a female bouncer and a transgender bartender.

Focusing its lens on issues like disability and gender identity, Lad Bible's branded content arm Joy Ride will create more social output for Smirnoff to encourage its audiences to have "difficult conversations," and break down barriers that could prevent those in the minority from having fun while out with their friends.

Like other alcohol-owned brands, including its rival Absolut and San Miguel, Smirnoff has doubled down on brand purpose over the past 12 months, most recently through a campaign with Spotify dubbed ‘Equalising Music’ which looked to promote equality for female musicians globally. Last year, it marked Pride month in the UK with an anti-trolling social initiative.

Lad Bible too, has been shifting its attentions towards social responsibility of late. The latest campaign with Smirnoff follows on from its 'Meet the Village Angels' for Smirnoff, which told the story of Manchester LGBTQ charity volunteers.

It's own 'Trash Isles' initiative around plastic waste, meanwhile, has also been running since last year.

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