AkzoNobel invites pride-goers to do the same by posting images of themselves with the Pride Wings on Social Media. Everybody who shows their support to Gay Pride – using #showyourtruecolors – on Facebook, Twitter or Instagram by August 10, will have the chance of winning €1,000 worth of AkzoNobel paint to color their own lives.
Commenting on AkzoNobel's participation in the Amsterdam Canal Parade, Michael Lightfoot, Head of Public Affairs said:"If you have a work environment in which everyone has exactly the same background, that’s bound to have its limitations. That’s why at AkzoNobel, we believe we can only win together if we recognize that all of us – no matter what our religion, sexual preference, race or age – can bring something to the party. We're therefore proud to sponsor this year’s Gay Pride and with our theme show your true colors' we will be demonstrating how we at AkzoNobel embrace diversity."
In addition, for the second year in a row, AkzoNobel will also be entering a boat in the parade. The boat, which will feature 80 people from AkzoNobel and partner organizations, will be decorated with the rainbow flag, and a giant retractable paint can-dress, which will go up and down as the boat sails under the city's bridges.
The wings, which made their first appearance last Friday on the city's Staalmeestersbrug, will be on show at the Mercatorplein and the Homo-monument on Thursday evening for the Pride Walk, the Reguliersdwarsstraat on Saturday and at the Pride Closing Party on Rembrandtplein on Sunday.
The highlight of the Amsterdam Gay Pride Week, the Canal Parade, which takes place this Saturday, will see 80 boats sail through Amsterdam's canals watched by 500,000 spectators.