NYX Professional Makeup has launched a new campaign to bring awareness to LGBTQIA+ bullying in online gaming.
The 'Game Out Loud' pride campaign aims to target hate by creating safe spaces both in the metaverse and in real life.
Campaign imagery features five LGBTQIA+ talents, including cosplay and make-up artists Lilly Teel and Frederic Chen.
"Our longstanding allyship to the LGBTQIA+ community is a major pillar of our brand values," said Nicolas Vissat, Assistant VP, US Marketing at NYX.
As part of the campaign, the make-up brand is activating safe spaces online on Roblox, Twitch and nyxcosmetics.com.
At the House of NYX Professional Makeup space in iHeartland on Roblox, NYX is set to feature an non-player character that will ask visitors to take an allyship pledge.
After committing to the pledge, visitors will receive an ally badge for their Roblox avatar to wear around iHeartland.
On Twitch, NYX will partner with LGBTQIA+ gamers who will host a series of live streams that will focus on education, ally messaging and inclusivity.
Allyship training and education will also be offered on nyxcosmetics.com.
Nearly 90% per cent of LGBTQIA+ gamers have been harassed about their identities online, according to a study by NYX.
"NYX Professional Makeup stands for artistry for all, and proudly advocates for the community's freedom of expression online and offline,” added Vissat.
