Snickers is partnering with Gay Star News on a new campaign aimed at helping LGBT people “be who you are.”

Gay Star Support, a new part of the Gay Star News site, will share stories from people who have overcome adversity and provide resources for those who are still struggling. The candy bar company is underwriting the section, and has created custom advertising for it.

Mars

“We want to promote friendship and the support network we all give each other. That’s what the Snickers brand stands for; good friendship, camaraderie and being the best version of yourself,” Mitch Oliver, UK Vice President of Marketing for Mars Chocolate UK, told GSN. “We all know Snickers tells us ’you are not yourself when you are hungry.’ Now it will tell us ’your friends will accept you whoever you are, in all your colors.'”

GSN editor Tris Reid-Smith says it’ll be worth it if the site helps even just a few people be their authentic selves, “but our dream is to inspire everyone to support their friends. That way we can make a real difference not just to LGBTIs but to the whole community.”

The campaign has even gotten the blessing of the Mayor of London, Sadiq Khan, who says the initiative is “helping people to share their own experiences and break down the stigma around mental health.”