The non-profit Ad Council has led a group of brands to launch a series of public service announcements on behalf of their “Love Has No Labels” digital-first campaign that is designed to further understanding of all regardless of race, religion, gender, sexual orientation, age, and ability.
First announced in February, the campaign has grown awareness and an online community on Facebook through leveraging social media activations posted by campaign partners Coca-Cola Company, PepsiCo, P&G, Unilever, Allstate, and State Farm on their social media pages.
The PSAs, created pro bono by R/GA, feature real people filmed on Valentine’s Day at an event in Santa Monica.
They feature a large x-ray screen turning on to reveal two skeletons embracing. When they walk out from behind the screen, the audience discovers who they are – highlighting different pairings and encouraging viewers to take a closer look at their own bias.
The videos feature the song “Same Love” by Macklemore & Ryan Lewis featuring Mary Lambert.
“No matter what our declared beliefs, bias can live in all of us. Recognizing this type of ‘fast thinking’ discrimination is the first step towards greater understanding and acceptance in our country,” said Lisa Sherman, President and CEO of the AdCouncil.
“We’re so proud to have such provocative creative to help spread this crucial message,” she said.
Since the launch on 12 February, the campaign has had a reach of more than 8 million people on Twitter so far. Posts from brand partners have generated more than 15,000 likes and nearly 2,000 shares across Facebook.