Ad Council Releases New “Love Has No Labels” Video Following Viral Success of PSA with More Than 90 Million Views
New social and video elements created by R/GA features behind-the-scenes footage and stories of real friendships and relationships
Following the viral success of the Love Has No Labels video, which has been viewed more than 90 million times since March 2, the Ad Council is releasing a new video with behind-the-scenes footage featuring individuals from the original PSA and their stories. In tandem with this, they are launching Faces of Love, a social tool enabling people to directly be a part of the campaign. The digital-first campaign is designed to promote further understanding and acceptance of all communities regardless of race, religion, gender, sexual orientation, age, ability and more. The television and online video PSAs encourage audiences to examine and challenge their own implicit bias.
“The outpouring of support for the Love Has No Labels campaign has been overwhelming and clearly demonstrates the simple, yet powerful, notion that love is love,” said Lisa Sherman, President and CEO of the Ad Council. “With this campaign, we have lifted the veil to acknowledge that we can all do much more when it comes to accepting our differences. This is just the start of a movement and the critical first step is to examine our own biases.”
Upworthy debuted the Ad Council’s initial Love Has No Labels video on its Facebook page on March 2 and the video amassed over 36 million views in just four days. To date, the video has been viewed more than 47 million times and shared more than 173,000 times on Ad Council’s YouTube channel and Upworthy’s Facebook page alone, and is the most shared video in Upworthy’s three-year history. The story has been picked up by more than 100 news outlets and publications including Good Morning America, World News Tonight, CNN, The Washington Post, Buzzfeed and Mashable. The video, created by R/GA, features real people filmed on Valentine’s Day at a live event in Santa Monica.
“We created this second video because our cast in the original piece have real relationships and real stories that are worth sharing,” said Nick Law, Chief Creative Officer, R/GA. “We also felt, since the campaign has struck a nerve with so many people, that we should extend it by allowing everyone to share how they are eliminating labels in their own lives.”
The new video, which debuted this morning exclusively on Upworthy, features original casting footage of the individuals introduced in the viral video and tells the stories of how they have forged profound friendships and relationships despite their differences. The video encourages viewers to use Faces of Love to share photos showing how they are living proof that Love Has No Labels. By visiting the campaign website, people can use the social tool to upload their pictures with friends and families, place the Love Has No Labels logo on it and post it on their favorite social channels.
Launched on February 12, Love Has No Labels began to grow awareness and an online community on Facebook through social media activations by campaign partners The Coca-Cola Company, PepsiCo, P&G, Unilever, Allstate and State Farm®. The integrated campaign directs audiences to LoveHasNoLabels.com, where visitors can take a quiz to examine their own biases and find resources on how to overcome those biases.
The campaign taps into the expertise of eight leading non-profit organizations in each of the discriminated classes. The campaign website connects visitors to partnering non-profit organizations including, Anti-Defamation League, Southern Poverty Law Center, National Women’s Law Center, Human Rights Campaign, American Association of People with Disabilities, American-Arab Anti-Discrimination Committee, Muslim Advocates and AARP, where they can sign pledges, report bullying incidents and participate in other activities.
The Ad Council
The Ad Council is a private, non-profit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.
R/GA
R/GA, the agency for the Connected Age, develops products, services and communications to grow our clients’ brands and businesses. Founded in 1977, the agency has been a pioneer at the intersection of technology, design and marketing with work spanning web, mobile and social communications, retail and e-commerce, product innovation, brand development and business consulting. R/GA has more than 1,400 employees globally with offices across the United States, Europe, South America, and Asia-Pacific and is part of The Interpublic Group of Companies (NYSE:IPG), one of the world’s largest advertising and marketing services organizations. For more information on R/GA, please visit us at www.rga.com and on Facebook and Twitter.
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CONTACT
The Ad Council
Ellyn Fisher
[email protected]
212-984-1964