Published 7 years ago.
About a 3 minute read.
"Pride is a wonderful depiction of Love Has No Labels and it provides the opportunity for each and every one of us to celebrate love and diversity," said Lisa Sherman, president and CEO of the Ad Council. "We are thrilled to join with our brand partners to continue to shine a spotlight on our own unconscious bias, and encourage all of us to use that awareness to help create a more inclusive society."
Furthermore, campaign brand partners will be participating in over 30 Pride events across the country, posting celebratory messages on their social channels, and engaging employees to celebrate diversity and inclusion. Activations include creating customized Pride-themed product packaging, various employee network events, social influencer programs and more.
Created pro bono by R/GA and launched in February 2015, Love Has No Labels encourages audiences to recognize their implicit biases—biases that live in our subconscious —in order to promote acceptance regardless of race, religion, gender, sexuality, age and ability. Since the initial video debuted exclusively by Upworthy, it has been viewed over 160 million times making it the 2ndmost viewed video in 2015. As a result, there have been over 2.7 million sessions on lovehasnolabels.com, where visitors can take a quiz to examine their own biases. Additionally, more adults report discussing discrimination and prejudice and saying that they are regularly accepting and inclusive of others, according to a recent Ad Council survey. While the campaign has made significant strides in promoting diversity and inclusion, there is still work to be done: Approximately 20 percent of adults still report they themselves are prejudiced or discriminatory.
The campaign has received an outpouring of support and recognition: the video, created by R/GA, won eight Cannes Lions and 11 Clio Awards and within days of the initial video launch, the message was shared by influencers including the First Lady, George Takei, Deepak Chopra and Mario Goetz.
To date, the campaign has received nearly $27 million in donated media, including $8.68 million in media value generating nearly 6 billion digital impressions from AOL.
New creative for Love Has No Labels will be launching across the country this summer.
Published Jun 2, 2016 3am EDT / 12am PDT / 8am BST / 9am CEST