Mash PR will represent Ask For Clive – a new campaign that encourages entertainment establishments to show solidarity against discrimination, in the fight against homophobia and transphobia.

The initiative encourages people to ‘ask for Clive’ at the bar if they are feeling threatened or experiencing abuse – this coded phrase will then prompt staff to take appropriate action.

Venues are provided with a Free rainbow window sticker to display which reads, 'Everyone is welcome here. This venue will not tolerate any form of discrimination. Should you see or encounter any form of abuse, please ask for Clive at the bar and we will resolve the issue.'

The campaign also provides detailed training material for staff – so that they know what the coded call-to-action means, how to offer support as needed and to handle the situation without compromising their own safety. Venue managers also agree to a pledge which means they will ensure all staff are trained and will respond to requests for Clive accordingly.

Ask For Clive was piloted in St Albans and is now rolling out across the UK following its successful launch. The campaign featured on BBC Breakfast news in June and since then has received enquiries from over two hundred pubs and bars, restaurants and cafes, gyms and sports clubs, along with a host of other entertainment venues.

The campaign’s founder and community activist, Danny Clare says, “I was humbled by the Mash team’s approach, enthusiasm and can-do attitude to supporting our cause. We have big plans and media support is critical to get the message out there and drive as many venues to sign up.”

Mash PR's managing partner, Stu Campbell-Carran adds, “We are very lucky in the UK to have a higher level of equality compared to many countries around the world - but there is still a long way to go until we reach total equality. The fight will not stop until homophobic hate crime is no more. The fact that discrimination and abuse happens in any form is just wrong. Ask For Clive will create social environments where everybody feels safe and it is a clear sign that such forms of discrimination are not welcome and will not be tolerated.”

Mash will be driving nationwide awareness and raising education through a combination of editorial placement, celebrity and influencer engagement and partner marketing to drive advocacy. The agency will also be working with venues that sign-up to offer support at a local level within regional media. In addition, the Mash team is also taking the role of local champions and area coordinators for south Buckinghamshire – driving local venues in the area to engage and sign-up.