By Ellen Ormesher | Reporter

June 23, 2022 | 4 min read

The Ad Council and R/GA have premiered the latest iteration of the ‘Love Has No Labels’ campaign at the Cannes Lions International Festival of Creativity.

The collection of short films uses real stories to showcase how acts of love can drive inclusion, equity and justice, building on the campaign’s longstanding effort to address bias, hate and discrimination.

The ‘Love Lives On‘ films show how individuals acted with love following instances of hate and injustice, including the murder of George Floyd; the alarming rise in violence and harassment toward the Asian American and Pacific Islander (AAPI) community; and the deadly 2016 shooting at Orlando’s Pulse Nightclub.

At a time when over half (55%) of adults say race relations in the US are bad and Americans are looking for ways to act in meaningful ways, the campaign is capitalizing on an opportunity to further spur movements that help build a more inclusive society and support communities who experience discrimination.

Created pro bono by R/GA, the films were developed in close collaboration with the individuals on whom they are based, including Bridgett Floyd (the sister of George Floyd); Maddy Park, who created Cafe Maddy Cab to fund taxi rides to get AAPI LGBTQ+ people, women and elderly people home safely amid a rising tide of anti-Asian harassment; and Barbara Poma, the owner of Pulse nightclub.

“In the face of hate and tragedy, it is love that leads to inspired actions that live on, driving the biggest changes in our society,” said Lisa Sherman, president and chief executive officer of the Ad Council. ”As Bridgett, Maddy and Barbara show us in their stories, we all have the power to make a difference when we choose to act. We’re so honored that they trusted us to share their experiences – together, we will empower the public to take meaningful actions that create a more accepting and inclusive world.”

Shannon Washington, the senior vice-president and head of creative at R/GA, added: “This new campaign is just part of a fantastic, long-standing creative partnership we have had with the Ad Council to continuously highlight and bring awareness to issues plaguing our society today. From George Floyd to the Pulse Nightclub shooting, we are proud to have developed four heart-wrenching films that not only highlight the history and impact of those events, but were created by people who identify within the BIPOC, LGBTQIA+ and AAPI communities to ensure that authenticity lies at the forefront throughout this campaign.”

Washington added: “We’re also so proud that Bridgett Floyd’s story will launch on streaming platform Hulu, ensuring that all audiences, regardless of whether they identify with the affected communities or not, will be reached with our impactful message.”

Bridgett Floyd, who is now president and chief executive officer of the George Floyd Memorial Foundation, commented: “My brother George’s tragic and completely unnecessary death helped shine a worldwide spotlight on the need to address the root causes of racial inequity and end the systemic violence affecting Black Americans through education and the numerous changes needed in the way law enforcement interacts with our communities. Through the George Floyd Memorial Foundation, we will continue his mission to bring love to the world and ensure that we help those who need it most.”

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