Prima Assicurazioni, the car insurance provider, is proud to be an Official Partner of Milan Pride 2024. The event is organised by the Pride Commission of CIG Arcigay, in collaboration with Coordinamento Arcobaleno. It aims to celebrate and advocate for the rights of the LGBTQIA+ community.

The partnership is part of Prima’s wider goal to promote diversity and inclusion within the workplace. Prima wants to foster an environment where every individual can be their authentic self, find happiness and achieve their career goals, regardless of their gender identity or sexual orientation. This project began with the launch of its internal LGBTQIA+ Network in 2023.

In the run up to Pride, Prima has organised a number of events. This includes hosting guest speaker Cathy La Torre, a lawyer committed to safeguarding LGBTQIA+ rights. Talking exclusively to Prima People, La Torre shared her own experience as an Inclusion Ambassador, highlighting how the small things we say and do can impact others.

Prima will be joining the parade on 29 May, with its "True Colours"float. Just like the Cindy Lauper track, True Colours is a celebration of individual value and the beauty of diversity. The float’s design is inspired by Cubism, the avant-garde art movement known for challenging traditional perspectives and expressing multiple viewpoints simultaneously.

True Colours is also the name of the line-up of activities Prima has planned throughout the year. This includes lighting up their iconic Milan headquarters in rainbow colours for the entire Pride Month.

“Prima was involved in Pride last year,” says George Ottathycal, CEO of Prima. “We were struck by the intensity of the participation and the values it embodies. These values match those that we seek to defend every day at Prima.

“This year, we’ve decided to take it a step further and become an Official Partner of Pride. We’re taking part in the parade with a float that – together with the many other activities we’ve undertaken here at Prima – is a symbol of our principles, such as valuing diversity and uniqueness.”

Matteo Luischi, Prima’s Chief Management Officer and Head of Strategy, adds,"For us, sponsoring Milan Pride is both a responsibility and an honour. This is an event that celebrates equality, diversity and love in all its forms. Here at Prima, we believe that each individual should feel free to be themselves, without fear of discrimination or prejudice.

“Our support is not merely for show; it’s a real commitment to fostering an inclusive, welcoming corporate culture. The Prima Assicurazioni LGBTQIA+ Network was created by a group of employees with the aim of sparking conversation on issues around diversity and inclusion. We are convinced that diversity is a strength and inclusion is essential to build a better future. This is true not just within Prima, but for everyone.”