2 Campaign ExecutionTheLove Has No Labels campaign is launched in February 2015 by the Ad Council, a privateand non-profit organization to deliver critical messages to the American public (CISON PR Newswire, 2016),partnered with Upworthy, a website for viral content. (Upworthy, 2017)A live x-ray installation was created on Valentine’s Day which is the regularannual romantic holiday of love. They choose the city Santa Monica CA, where isknown as one of the most liberal places in the world, to execute the campaignevent and film a touching video. The main slogan used for the campaign was ‘Love Has No Labels’. (Welovead, 2017) This video displayed kissing, huggingand dancing skeletons behind a custom-built and simulated x-ray screen in frontof the crowd without knowing the appearance of those people. When the people steppedout from behind the screen later, people got surprised and started to clap for thembecause ‘unexpectedly’ they were women couple. And it continued to display morepeople showing diverse type of relationships with different backgrounds. Therewere gay, lesbian with the slogan of ‘love has no gender’, biracial couples with’love has no race’, disabled kids and adults with ‘love has no disability’,aged couple with ‘love has no age’, Muslim with ‘love has no religion’.
In theend of the video, people say that “Lovehas no age limit”, “We have universal love” and “Love is love” with the background music titled ‘SAME LOVE’. (Ad Council, 2015)Without any explanation, people could notice what this campaign wanted to sayby realizing their own unconscious prejudice about the average person. Figure 1. ‘Love Has No Labels’ Campaign VideoSource:https://www.youtube.com/watch?v=PnDgZuGIhHs, Accessed: 03.
12.2017The initial campaign video wasreleased on the Upworthy’s Facebook channel with the message of ‘we are allhuman.’. In addition to uploading the video on the social media, the websitealso gave people the opportunity to get information in detail and share theirstories on people’s own social media. Firstly, they presented a test created byHarvard University to evaluate their own biases and point out a subtle exampleof discrimination. A visitor could get educated themselves more about biasthrough the quiz.
Secondly, they created the social gallery called ‘Faces ofLove’ page. This is a social tool on the website to create a image with the campaignmessage by uploading visitor’s own picture and put one of the labels in the endof the slogan including race, age and so on. (Awards, 2017) To maintain theawareness and attention to the message, there was an extension of the campaign,called “#WeAreAmerica” in 2016 to continue to discuss what it means to beAmerican and to be patriotic. (Newberger, 2017) Figure 2. The test to evaluate the level ofbiasesSource: http://lovehasnolabels.
com/ 3.3 Objective ofChange Behaviours The aim of a social marketingcampaign is to change people’s behaviour in a positive way. (Andreasen, 2002)As we discussed above, the main problem was unconscious biases ordiscrimination about people. The driver of habituated behaviour can be describedinto two parts, knowledge deficit and unhealthy attitude.
The campaign wasmainly concerned with raising public awareness about unconscious biases whichpeople do not even notice and prevent bullying or discrimination about people. Inthis campaign, the mix of attitudinal and educational campaign types are usedto change behaviour of the target audience and the type of change could bedifferent for each audience. In addition to it, the five behaviours areprovided including acceptance, support, respect, love and unity as theobjective of the campaign, according to the interview with Lisa Sherman,President and CEO of the Ad Council. This change of behaviour, eliminating thatbias, is able to influence the huge impact on society, including job security,loan qualifications, housing options, or even due process under the law. (Wells Fargo Stories, 2017) Table 1. Objectives and Campaign Type toChange Behaviour 4. Campaign Analysis 4.
31 Campaign Goal,Objective and Target AudienceThemain goal of the campaign was “Rethinkingthe unconscious biases about people” covering racism, discrimination andhomosexual love. The campaign is implemented with a simple message aboutrethinking the biases that people did not even know they had. Also, campaign aimedto the increase awareness about unconscious biases through the campaign andthey promoted social acceptance and appreciation of that everyone is treated equally,irrespective of race, religion, gender, sexuality, age and ability. (The Shorty Awards , 2017) The campaign’s belief objective was thatindividual behaviour can create positive change in society by celebratingdiversity. (Pandora For Brands, 2016) JenniferWalters, campaign director for the Ad Council, also said “If we all work to build empathy and understanding for others, we caneach contribute to a more accepting world and be part of the solution”.
(Wells Fargo Stories, 2017)The key target audience was Millennials (Shayon, 2015) aged between 20 and36 in the year of 2017. (Pew Research Center, 2016) They are consideredto tech-savvy as they are more familiar with the online interaction thanface-to-face interaction. (Agrawal, 2017)