Hug-a-Bub supports cultural diversity and will donate $5 from every Rainbow carrier to Rainbow Families - an organisation set up to strengthen relationships with LGBTIQ families.

Rainbow families work to address discrimination and other social disadvantages faced by LGBTIQ families and promote the affirmation and celebration of rainbow families.

Note: LGBTQI and LGBTIQ are acronyms for Lesbian, Gay, Bisexual, Transgender, Intersex and Questioning.