The Ad Council's newest PSA, in
partnership with R/GA, encourages
individuals to act with love and combat division and
hate
NEW
YORK, May 16, 2024 /PRNewswire/ -- Today,
the Ad Council released the latest iteration of its Emmy-Award
winning "Love Has No Labels" campaign, showing audiences that love
has the power to overwhelm hate. Highlighting real instances of
empathy and unity, the public service advertisement (PSA)
demonstrates the power that intentional acts of love, kindness,
allyship and support can have to counter bias and hate.
With the backdrop of current division and escalating hate, the
new creative developed pro bono by R/GA, offers a more hopeful
reality – one grounded in the idea that even in the most difficult
times, love can triumph over hate. Not ignoring the fact that
hateful messaging is ever present in society, the PSA attempts to
reframe the conversation around hate to showcase the power of
choosing love can have on a community.
"The world can often feel overwhelmingly full of division, hate
and bias, but we hope our PSA reminds people of our shared humanity
and reinforces the power we each have to create a more
compassionate, empathetic and inclusive society," said Ad Council
Chief Campaign Development Officer Heidi
Arthur. "We hope that the real stories in our PSA show that
we all have the potential to drown out hate by choosing love at any
given moment. Even small acts of love and inclusion can make a big
impact."
Built around the idea that love can and should be louder than
hate, the film from "Love Has No Labels" is grounded in the fact
that while hate may be loud and undeniably hurtful, it only
accounts for a fraction of sentiment online - the majority is
fueled by love, according to research from R/GA. The PSA celebrates
real examples of inclusion, love and support across identity labels
and drives audiences to lovehasnolabels.com. At the "Love Has No
Labels" website individuals are encouraged to learn about issues of
bias and discrimination, understand what actions of allyship are
meaningful to different communities and support organizations that
are looking to create a more equitable, inclusive and just world
for communities who have been historically marginalized.
WATCH THE PSA: https://youtu.be/_jjpBWl83SE
"The Love Has No Labels campaign platform continues to be a
testament to the important work from the Ad Council," said R/GA
Global Chairman and Chief Creative Officer, Tiffany Rolfe. "Through the lens of our shared
humanity, this latest PSA has never been more important — with hate
constantly filling our social feeds — something our diverse team is
unfortunately all too familiar with. It's vital to remind all those
affected by hate that there is an abundant amount of love out
there. We are honored to continue this essential work with the Ad
Council."
The new creative will run in donated space and time provided by
media, with pro bono support from Publicis Media to secure targeted
placements to extend the campaign's reach.
"Love Has No Labels'" brand partners Bank of America and WWE, in
addition to funding the campaign, can show their support during the
year through online and offline activations including social
messaging, custom content creation, employee engagement, events and
more. "Love Has No Labels'" nonprofit partners include a
cross-section of organizations actively involved in making the
world a better and more equitable place for specific communities.
These partners – AARP, Asian Americans Advancing Justice Southern
California, the Anti-Defamation League (ADL), American Immigration
Council, Color of Change, Disability:IN, GLAAD, Human Rights
Campaign, National Women's Law Center, Perception Institute, The
Asian American Foundation (TAAF) and UnidosUS – provide expertise
and resources, powering the "Love Has No Labels" movement to
promote diversity, equity and inclusion of all people across race,
religion, gender, sexual orientation, age and disability.
Since the campaign's initial video was released in March 2015 there have been over 34 million U.S.
visits on lovehasnolabels.com and the campaign's videos have
exceeded 430 million online views. Those who are aware of Love Has
No Labels PSAs are significantly more likely to have taken action
to prevent discrimination or prejudice (88% ad aware vs
62% non-ad aware), according to a survey commissioned by the
Ad Council and conducted by Ipsos, Public Affairs.
To learn more, visit lovehasnolabels.com, join the campaign's
social communities on Instagram, Facebook and X, view campaign
creative on YouTube and visit the campaign shop.
The Ad Council
The Ad Council convenes creative
storytellers to educate, unite and uplift audiences by opening
hearts, inspiring action and accelerating change around the most
pressing issues in America. Since the non-profit's founding, the
organization and its partners in advertising, media, marketing and
tech have been behind some of the country's most iconic social
impact campaigns – Smokey Bear, A
Mind Is a Terrible Thing to Waste, "Love Has No Labels," Tear the
Paper Ceiling and many more. With a current focus on mental health,
gun safety, the opioid epidemic, skill-based hiring and other
critical issues, the Ad Council's national campaigns encompass
advertising and media content, ground game and community efforts,
trusted messenger and influencer engagement, and employer programs,
among other innovative strategies to move the needle on the most
important issues of the day.
To learn more or get involved, visit AdCouncil.org, join the Ad
Council's communities on Facebook, Instagram, LinkedIn and Twitter,
and view campaign creative on YouTube.
R/GA
R/GA is a global digital design and experience agency, part of The
Interpublic Group of Companies (NYSE: IPG), across the United States, Europe, South
America, and Asia-Pacific.
We help brands and businesses define, envision, and create a more
human future through our core practices, including media, connected
communications, product and experience, brand relationship design,
brand design consultancy, and specialized offerings like R/GA
Health and R/GA Ventures. For more information, please
visit rga.com.
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SOURCE The Ad Council