The Drum Awards for Marketing APAC

Live in -h -min -sec


By Kyle O'Brien | Creative Works Editor

November 10, 2017 | 4 min read

Love Has No Labels, the Ad Council's diversity and inclusion campaign, is featuring military members and veterans talking about inclusion and acceptance in honor of Veterans Day.

The video, developed by Jack Morton Worldwide, introduces viewers to veterans and service members from various backgrounds to show the many faces of the US military, who represent a wide range of races, ethnicities, religions, sexual orientations, genders, ages and abilities.

"This video powerfully demonstrates how veterans and service members from many different backgrounds come together as one to serve our country," said Lisa Sherman, president and chief executive officer of the Ad Council. "We are so proud to recognize the brave men and women of the US Military on Veterans Day and throughout the year."

The goal of the Love Has No Labels campaign is to help change culture with messages of unbiased love. The new video does so by highlighting veterans' love of country and appreciation for each other. By exposing viewers to different veterans' and service members' stories, viewers are encouraged to walk away with the message that to revere service is to revere all veterans, regardless of their race, gender, sexuality, religion, age or ability, according to a release.

The veterans and service members featured in the video come from all backgrounds and branches of the service. Keith Palmer, a principal scientist at Janssen, Pharmaceutical Companies at campaign partner Johnson & Johnson, served as captain in the Marine Corps and speaks to the idea that "everyone is green" in the Marines — no matter their identity labels.

Iraq and Afghanistan Veterans of America (IAVA) employees, former captains, US Army, Allison Jaslow and Melissa Bryant; and former corporal, US Army Cinthya Fana, told their service stories to shed light on the female veteran experience.

Former Army specialist 4, John Klein, a Vietnam War vet, and West Point graduate former Army captain, Myles Melnicoff, share their experiences of camaraderie while serving in the Army.

"When you're in a foxhole, you're depending on somebody, it doesn't matter what their gender is or what their sexual preference is," said Klein.

The video also features former cadet, Army ROTC Keith Nolan, who is deaf, sharing moments of inclusion he experienced while training for the military.

"I remember one of my fellow cadets said to me: 'The Army would be very lucky to have you."

Keith Nolan

Josh McCall, chairman and chief executive, Jack Morton Worldwide, which provides social media strategy, execution, and community management for the campaign, stated: "We are very proud of the work we do on behalf of the Ad Council for its Love Has No Labels campaign. It spreads a powerful message that resonates across all audiences. This Veterans Day, as we recognize those who have served our country, we encourage people to watch these deeply personal stories and remember the importance of diversity and inclusion."

The Love Has No Labels campaign, developed by R/GA, first launched following Valentine's Day 2015 with the 'Dancing Skeletons' video and has continued with spots by John Cena and fans at a football game.

Since the 2015 launch, there have been over four million sessions on the Love Has No Labels website, where visitors are offered a quiz to examine their own biases.

Marketing Ad Council Jack Morton Worldwide

More from Marketing

View all