The All Kinds Are Welcome Here campaign began in West Virginia in spring of 2016 in response to the introduction of a bill (the “Religious Freedom Restoration Act,” or “RFRA”) that many felt would legalize discrimination. The campaign began as a way for businesses and individuals to visibly oppose the bill while offering a message of love and inclusion instead.

Since then, the movement has evolved to become a demonstration of love, kindness, and inclusiveness — values that are integral to the spirit of West Virginia. In spring 2017, the campaign launched its next phase, which allows businesses to sell “All Kinds” merchandise with proceeds going to nonprofit 501c3 organizations operating in the state.