This Pride season, it’s about more than just parades and parties. For personal wellness brand pjur, it’s a full-blown mission. The lubricant giant has launched a massive campaign across Germany, teaming up with local heroes to spread a message of love, acceptance, and education under the vibrant motto #allaspectsoflove.
A Mission of Love and Acceptance
Forget simply slapping a rainbow on a product and calling it a day. pjur is getting its hands dirty—in the best way possible. The company is collaborating with a network of 32 organizations, including vital AIDS services, queer counseling centers, and community-led educational initiatives. The goal? To get resources and support directly into the hands of the people who need them.
This isn’t a new bandwagon for the brand. Alexander Giebel, founder and CEO of the pjur group, made it clear that this commitment is woven into the company’s DNA. In a statement found on the company’s official site, he emphasized their long-standing dedication:
“We have been a supporter of the LGBTQIA+ community since our company was founded and we also want to set an example for more tolerance and diversity in society this year.”
More Than Just a March
So, what does this campaign actually look like on the ground? Throughout Pride season, which for many German cities runs from May through September, pjur will be a visible presence at 46 different locations. They’ll be distributing specially designed “Pride Sachet Cards” at information booths, community centers, festivals, and, of course, the massive Pride parades (known as Christopher Street Day or CSD) in hubs like Munich, Cologne, and Berlin.
This grassroots approach sets the campaign apart. In an era where “pinkwashing” is a common criticism leveled at corporations during June, pjur’s strategy of partnering directly with on-the-ground organizations has been praised by fans online. It’s a move that shows a genuine investment in the community’s infrastructure, not just its purchasing power. By working with local AIDS-Hilfe chapters and counseling services, the campaign aims to challenge prejudice and foster a more open, accepting society, one conversation at a time.
Spreading the Word and the Love
The #allaspectsoflove campaign is more than just a hashtag; it’s a summary of pjur’s ongoing work to champion diversity and sexual wellness for everyone. It’s a powerful reminder that authentic support means showing up, year after year, for the communities you claim to stand with.
As Giebel’s quote highlights, this is a core part of their identity. And as tens of thousands of their sample cards find their way into hands across Germany this summer, the message is clear: every aspect of love deserves to be celebrated, supported, and protected.
For more information on the campaign and an overview of their products, you can visit pjur.com. You can also follow the brand’s journey on Instagram, Facebook, and YouTube.
* Photo from avn.com
