Creative in association withGear Seven

Ulster Bank and BeLonG To Youth Services Partner to Raise Funds for LGBTI+ Community

Advertising Agency
Dublin, Ireland
Boys + Girls launches updated video for the campaign created for Pride 2018

Providing real and tangible help is at the heart of everything Ulster Bank does, a belief that extends to all its customers, irrespective of sexual orientation. Its internal Rainbow Network, which for the last decade has supported LGBTI+ colleagues, friends and families, is a reflection of that belief, and why Ulster Bank is launching a nationwide fundraiser for Pride 2019 in support of BeLonG To Youth Services, the national organisation working with lesbian, gay, bisexual, transgender and intersex (LGBTI+) people in Ireland.

To raise funds, the bank has commissioned special pride-themed Henri Rainbow Pins which will be sold in all branches and head offices, as well as other locations across the country. The pins, which feature the bank’s youth mascot hippo wearing a rainbow jumper, are available to buy now and cost €2.

100% of the proceeds from the sale of the pins will be donated to BeLonG To Youth Services.

Commenting, Ulster Bank chief executive, Jane Howard said: “There are many, many reasons why LGBTI+ Pride Month exists. Every day all around the world, and here in Ireland, there are young people struggling to cope with who they are, the environment in which they live, or the situations they find themselves in. In line with our own internal culture of inclusiveness, we want to help in any way we can and that’s why we are honoured to support BeLonG To Youth Services. They do crucial work, so get involved, buy a Henri Rainbow Pin, become an ally for inclusion and help support vital services for those who may be struggling with their current reality.”

A recent report published by the International Gay, Lesbian, Bisexual, Trans and Intersex Association ranked Ireland 17th out of 49 European countries in terms of LGBTI+ rights. While, according to the 2016 LGBTIreland Report,  LGBTI+ young people experience two times the level of self-harm, three times the level of attempted suicide, and four times the level of anxiety and depression compared to their non-LGBTI+ friends as a result of fear of isolation, fear of rejection and bullying.

Commenting, the CEO of BeLonG To Youth Services, Moininne Griffith, said: “At BeLonG To Youth Services, we save lives. However, we cannot do it alone; we rely on fundraising initiatives like this Henri Rainbow Pin campaign to enable us to continue supporting the young LGBTI+ people that need us. Our mission to create a world where young people can be who they are, and love who they love, without experiencing hate and discrimination.”

The Henri Rainbow Pin fundraiser builds on Ulster Bank’s proactive Pride initiatives over the past few years. For Pride 2018, Ulster Bank highlighted the story of an ex-Ulster Bank employee and her transgender son, Chris, and the support they received from the Rainbow Network and Ulster Bank during his transition. 

An updated version of this video, featuring Chris talking about the Henri Rainbow Pin and the importance of LGBTI+ support service organisations like BeLonG To Youth Services, is available to watch below.

Commenting, Creative Director at Boys and Girls (Ulster Bank’s Creative Agency), Mark Tuthill, said: “When we made a film of Chris’s story last year, highlighting the supportive role that the Ulster Bank’s Rainbow Network, and in turn BeLonG To had played in helping Chris and his family during his transition, he wondered could we help others have the confidence be true to who they are in the way that sharing his story with the world helped strengthen his self-confidence. It’s why the idea of raising funds for BeLonG To through the sale of our Henri Rainbow pins throughout the Ulster Bank branch network was a natural extension and demonstration of the tangible help that Ulster Bank provide.”

Ulster Bank’s Advertising Lead, Róisín Field, added: “Our brand positioning is ‘Help for What Matters’, and these words are the lens through which we view every initiative. A few years ago, Chris and his Mum found the help that they were looking for, just when they needed it most. Now, through the sale of our Henri Rainbow Pins, we hope others can too.” 

Founded in 2003, BeLonG To Youth Services is an invaluable support for thousands of LGBTI+ young people, which aims to make them feel equal, safe, and valued in the diversity of their identities and experiences. 

The organisation has partnered with Ulster Bank on the Henri Rainbow Pin initiative, which is the main focus of the bank’s LGBTI+ Pride 2019 activities. 

In addition to the nationwide fundraising campaign, staff from the bank’s employee-led internal Rainbow Network and their colleagues will also have an official presence in the Galway and the Dublin LGBTQ Pride parades.


Ulster Bank

Tony Boylan, Head of Marketing 

Roisin Field, Advertising and Digital Content Lead

Paula Ellard, Digital Marketing Manager

Boys + Girls

Mark Tuthill, Creative Director

Udi Ovadia, Art Director

David Christopher Lynch, Videographer

Sarah Chadwick, Producer

Cian Booth, Designer

Simon Ross, Studio Manager

Karleen Smyth, Senior Experiential Director

Shauna Taylor, Experiential Manager

Sorcha Hanratty, Senior Account Director