ROKK Vodka, a newly-introduced Swedish vodka serves as a presenting partner of the 22nd Annual GLAAD Media Awards. However, the freeze-filtered vodka brand decided to go beyond its role as a presenting partner and raised charity for the the Gay & Lesbian Alliance Against Defamation (GLAAD), an organization aimed at advocating gay people against defammation.

Needless to say, the vodka brand provided drinks for the attendees of the award ceremony to celebrate responsibly on Saturday night at the Marriott Marquis, NY. It also rolled out a blue carpet for celebrities to walk. But, what’s more important, ROKK encouraged all participating speakers of the ceremony to incorporate «ROKK Vodka» into their speeches for a charitable contribution from the brand. More than that, celebrities were asked to autograph a ROKK-inspired piece of artwork by the renowned fashion and celebrity photographer, Mike Ruiz. Ricky Martin, Russell Simmons, and Wilson Cruz provided autographs from the New York Awards to show their support.

ROKK Vodka plans to take the same actions during Los Angeles and San Francisco awards show as well.

So, the final results of charitable fund-raising initiated by ROKK vodka, will be donated to GLAAD after the GLAAD Media Awards in San Francisco. In New York, ROKK is thrilled to announce that they raised $10,000 in proceeds.

Adam Rosen, Brand Director, ROKK Vodka, said, «We couldn’t be more thrilled about the opportunity to partner with and support a tremendous organization like GLAAD. We hope some of the new ideas we are incorporating into this year’s Media Awards will add to the fun but more importantly keeps ROKK’s mission to ‘filter out inequality’ front and center by increasing donations to GLAAD and their programs.»