Diversity and Inclusion (2015)

Love Has No Labels - Header

BACKGROUND:

Most Americans agree that people should be treated respectfully and fairly. Yet many people in the United States still report feeling discriminated against. The reason might be that we're actually discriminating unintentionally -- some call this implicit bias. Implicit bias influences how we treat people and how we interact with each other. More broadly, it can perpetuate disparities by impacting someone's ability to find a job, secure a loan, rent an apartment or get a fair trial. To end bias, we need to become aware of it. And then we need to do everything within our power to stop it.

The Ad Council launched the Love Has No Labels campaign in March 2015 to promote acceptance and inclusion regardless of race, religion, gender, sexuality, age and ability by encouraging people to recognize their own implicit bias. 

CAMPAIGN OBJECTIVE:

Promote inclusion to reduce bias.

TARGET AUDIENCES:

Adults age 18+.

KEY MESSAGE:

To end bias, we need to become aware of it. 

DONATED MEDIA:

Over $62 million across all media types since the launch of the campaign in 2015.

MEASURABLE RESULTS:

Since launching the first video on Upworthy on March 2nd 2015, the 3 minute “Skeletons” video is now the second most viewed community & activism campaign of all time with over 164 million views, and was the first PSA to win an Emmy Award for Outstanding Commercial in 2016.

The campaign launched additional rounds of work in subsequent years to keep extending the message. The “#WeAreAmerica” video featuring WWE Superstar John Cena launched on July 4, 2016 and has been viewed over 92M times. Since launching on Valentine’s Day 2017, the “Fans of Love” video has been viewed over 38M times. Awareness of the PSAs is higher than most campaigns at 60% (Jan-June 2017), with almost 1 in 3 people aware of the Love Has No Labels brand.

More importantly, the campaign has shown to have significant impact on shifting behaviors and attitudes towards bias and inclusion. Since February 2015, more adults agree that there are things they can do to help create a more inclusive and accepting environment for others (61% to 72%) and that bias can lead to discrimination (73% to 77%). Since the launch of the campaign, more adults agree that supporting diversity and acceptance around race, gender, sexuality, religion, and disability is very important (33% to 44%).

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