LGBTIQA+ charity RainbowYOUTH has partnered with HELL to encourage diversity and equality in Aotearoa.

Together, they aim to raise $75,000 for RainbowYOUTH be selling 3000 limited-edition T-shirts bearing the slogan ‘The Only HELL I'm Going To'.

The custom designed T-shirts will be available to buy online from August 21 via https://hellrainbowyouth.co.nz

HELL Pizza will donate all proceeds from the T-shirt sales to the charity.

The campaign slogan is intended to empower allies to take a stand in support of the LGBTIQA+ community by appropriating a highly publicised discriminatory slur.

'Our HELL is a place of diversity, equality and opportunity, not discrimination or negativity,” says HELL general manager Ben Cumming.

'We share these values with RainbowYOUTH and are very proud to back their cause.”

Campaign supporters, including a number of Kiwi celebrities, will be encouraged to post photos and videos of themselves wearing the T-shirt on social media.

Using the handle #theonlyHELLimgoingto, the aim is to inspire a social movement in Aotearoa in support of LGBTIQA+ issues, in the style of #metoo or #takeaknee.

Well-known supporters include former All Black captain Andy Leslie, former Black Cap Mark Greatbatch, Silver Fern Ameliaranne Ekenasio, former Black Sox captain Mark Sorenson, Fat Freddy's Drop vocalist Dallas Tamaira, international rugby union player and Filo Tiatia, actress Loren Taylor, Panhead founder Mike Neilson and ex Saints captain Damien Ekenasio.

RainbowYOUTH communications manager and 2IC Toni Duder says the seriousness of the issues facing LGBTIQA+ individuals demands greater awareness and action in all areas of life.

'The LGBTIQA+ community around the world still faces devastating persecution.”

'In Aotearoa, discrimination means that LGBTIQA+ youth have higher rates of negative mental health outcomes than their straight and cis-gender peers. With lives at stake, we can't afford to take any steps backwards.”

Ben says the campaign is a natural fit with the company's long running activities in support of young Kiwis and families, who are 'going through or have been through ‘hell'.”

'RainbowYOUTH is an inspiring organisation that does a lot for the LGBTIQA+ community, so when we were approached by them and asked for help, we instantly wanted to get involved and quickly came up with the idea of producing a T-shirt,” says Ben.

'Our goal is to have as many people as possible buy the T-shirts and wear them with pride to show their support.”

Executive Director of RainbowYOUTH Frances Arns says that positive public representation and dialogue about gender and sexuality is critical to sending a message to our young people that they are unique and wonderful.

'As a young person, you're soaking in all of the attitudes and perspectives of society; let's make sure the messages they're getting about gender and sexuality are good one.”

RainbowYOUTH executive director Frances Arns displaying the T-shirt.