Aviva funds group promoting trans ideology to primary school children

Aviva has been criticised for funding The Proud Trust, an organisation that distributes controversial ‘trans-affirming’ RSE resources to primary schools.

The insurance company has agreed to match-fund The Proud Trust to meet a goal of raising £10,000. If a £20 donation is received, the donor can select a ‘reward’, such as sending a primary school a resource that tells children they can be ‘assigned’ the wrong gender at birth.

The Proud Trust has created a number of teaching resources for primary and secondary schools, including an explicit sex-ed toolkit and a ‘Trans Inclusion Toolkit’. On its social media, it stated that trans women “are a category of women, just like tall women or French women” and asserts that they “belong in women’s spaces”.

Dice game

The organisation promotes a resource called the ‘dice game’ where children as young as 13 use two dice with body parts on them, including penis, hands and fingers, vulva, and anus.

Groups are asked to roll the dice and discuss how the combinations might work in practice, with the teachers’ guide detailing every possible outcome, as well as describing almost every combination as “fun”, “enjoyable”, or “pleasurable”.

The guide tells teachers that “Not all combinations will be easy to discuss and some might seem impossible”, but adds: “Every combination is worthy of a conversation!”

Transgender ideology

Aviva has faced backlash on X, with one commenter posting: “Aviva – The insurer that doesn’t understand risk. @avivaplc is fundraising for The Proud Trust – an organisation teaching children that being straight or comfortable in their bodies is boring. They also suggest that being a ‘trans woman’ is no different to being a ‘tall woman’.”

Another wrote: “Men who say they are women are apparently ‘a category of women just like tall women or French women’. Why is anyone giving The Proud Trust funding to lie to kids like this?”

One commenter posted: “Aviva are my insurers. I won’t be renewing. Where is the child safeguarding? Where is the protection? It’s grooming. I’m out.”

Damaging agenda

The Christian Institute’s Head of Education John Denning said: “Like Asda’s promotion of an LGBT education pack which parents said normalised paedophilia, or Bud Light’s promotion of Dylan Mulvaney in the US, when companies fail to exercise due diligence when deciding on charitable causes to support, they risk trashing, not enhancing, their reputation.

“It is deeply concerning that the vast resources of a financial institution are being subverted to promote this deeply damaging agenda in schools, directly opposed to medical evidence and the legal position established by the Supreme Court.”