In a year when many brands have been more cautious in their support of the 2SLGBTQ+ community, The Body Shop is doubling down.

In recent months, brands like Bud Light and Target have become targets of backlash ranging from online criticism and calls for boycotts to threats against stores and executives, leading to many companies being more reserved in how they support causes in their marketing and products. This is also happening as conservative groups and personalities increasingly make 2SLGBTQ+ communities – particularly, transgender people – the target of their rhetoric and criticizing brands they accuse of “going woke.”

But The Body Shop, which has a long history as an activist brand, are “advocates for equity, fullstop,” according to Hilary Lloyd, VP of marketing and corporate responsibility at The Body Shop North America.

“Last year, we saw victory in ending blood discrimination for members of the 2SLGBTQ+ community in Canada, which we campaigned against through our ‘All Blood is Equal’ coalition petition,” she tells strategy. “Queer expression at large and 2SLGBTQ+ rights are under attack across North America and around the world. Ugly rhetoric and legislation are targeting drag performances and trans people, especially in our neighbour to the south. The Body Shop has fought for equality since it was founded, so silence in the face of these urgent issues is not an option.”

The “Free to Be” campaign has been activated in Body Shop’s retail locations and digital channels across the country this month. But it also features events and partnerships with drag performers like Makayla Couture and non-profit It Gets Better Canada, which aims to unite and empower 2SLGBTQ+ youth. Through the campaign, the retailer is urging its customers and Canadians at large to pledge to speak out against hatred and intolerance. It is also donating $1 from every sale of its Out for Love highlighters to the non-profit, up to $10,000 through to the end of August.

“We work closely with our grassroots partners and community members to ensure our campaigns are authentic, meaningful and inclusive,” Lloyd explains. “Financial donations are an essential part of this, because organizations like It Gets Better Canada need our support to continue their critical work of supporting 2SLGBTQ+ youth across Canada. They hold us accountable in our allyship.”

The campaign’s drag performer partners, including Couture and New York’s Angel Au and Lana Ja’Rae, will share their stories across The Body Shop’s social channels and also participate in celebratory events for the retailer that help promote the campaign’s call-to-action pledge. The retailer will also decorate its stores with signage directing people to visit its “digital action hub” and take the pledge, as well.

“Many people taking one small action like this can create big change,” Lloyd says. “That’s the power of collective action.”