Digital rights have been a growing issue of contention in recent years, affecting the media and public alike. With government-led internet shutdowns numbering at 50 alone this year, beauty brand (and social crusaders) hope to draw awareness to the issue by partnering with internet defenders Access Now for the #KeepItOn campaign.
From November 25 to December 7 Lush will host #KeepItOn, which will see all profits from every sale of the limited-edition 404 bath bomb donated to support Access Now and digital activists internationally. The brand aims to raise more than $420,000, as well as grow awareness and encourage consumers to sign a petition asking world leaders to protect internet freedom.
Lush chief digital officer Jack Constantine tells Cosmetics Design it is an issue the brand is passionate about. “As the internet becomes a more integral part of our daily lives, we need to protect these newly forming rights and ensure a fair and equal internet for all.”
Says Access Now senior global advocacy manager Deji Bryce Olukotun, “Governments need to send a strong message by holding officials accountable for ordering [internet shutdowns], and companies should step up by speaking out and sharing more information. We’re thrilled that Lush, a company passionately devoted to social justice, has devoted its energy to this timely and important campaign.”
When the campaign reaches its final day, petitions will be handed to government leaders at the Internet Governance Forum attended by UN delegates in Guadalajara, Mexico.
