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International Friendship Day is a day for celebrating friendship. The day has been celebrated in several southern grupo de amigosSouth American countries for many years, particularly in Paraguay, where the first World Friendship Day was proposed in 1958.

Initially created by the greeting card industry, evidence from social networking sites shows a revival of interest in the holiday that may have grown with the spread of the Internet, particularly in India, Bangladesh, and Malaysia.


As followers scroll down the Instagram feed, the combined background of the pictures make a rainbow.

When you ‘like’ the photo, the Instagram heart pops up between the couples, a sign that Heineken, the couples and Instagram followers are proud of who they love.

Amigos peludos'Specifically for Instagram, we are continuously finding ways to push the envelope because as one of the fastest-growing social media platforms. Instagram provides great opportunity to challenge our "Man of the World,"' Heineken's brand director of marketing Belen Pamukoff said.

This is not the first time Heineken makes a move in support of LGBTI rights.

In March 2014, Heineken joined Sam Adams beer in pulling out of sponsoring New York and Boston St Patrick’s Day Parades to protest the bans on gays marching.
GLAAD reports that Heinekin added, "we are passionate about equality for all people." GLAAD's President and CEO, Sarah Kate Ellis, also offered a statement: "A company's values should be reflected in the events it sponsors.

By ending support of the New York City St. Patrick's Day Parade, Heineken sent the right message to LGBT youth, customers and employees, who simply want to be part of the celebration. Other sponsors who support LGBT families should be quick to follow.


" Meanwhile, in Boston, Sam Adams beer -- the nation's largest, and the one that calls Boston home -- announced it is boycotting Sunday's Boston St. Patrick's Parade. Organizers refuse to allow an LGBT veterans group to march openly. Boston mayor Martin J. Walsh is also amigos riendoboycotting, but is holding out hope a compromise will be reached. New York City Mayor Bill de Blasio also is boycotting the iconic NYC St. Patrick's Day parade, but marched in an unrelated parade in Queens.

'Heineken sent the right message to LGBT youth, customers and employees who simply want to be part of the celebration,' Sarah Kate Ellis, president of gay rights group GLAAD, said in a statement.

At the time, a Heineken representative told CNBC: 'We believe in equality for all. We are no longer a sponsor of Monday's parade.'

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