3.2 of ‘we are all human.’. In addition

3.2 Campaign Execution

Love Has No Labels campaign is launched in February 2015 by the Ad Council, a private
and non-profit organization to deliver critical messages to the American public (CISON PR
Newswire, 2016),
partnered with Upworthy, a website for viral content. (Upworthy,
A live x-ray installation was created on Valentine’s Day which is the regular
annual romantic holiday of love. They choose the city Santa Monica CA, where is
known as one of the most liberal places in the world, to execute the campaign
event and film a touching video. The main slogan used for the campaign was ‘Love Has No Labels’. (Welovead,

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This video displayed kissing, hugging
and dancing skeletons behind a custom-built and simulated x-ray screen in front
of the crowd without knowing the appearance of those people. When the people stepped
out from behind the screen later, people got surprised and started to clap for them
because ‘unexpectedly’ they were women couple. And it continued to display more
people showing diverse type of relationships with different backgrounds. There
were 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 the
end of the video, people say that “Love
has no age limit”, “We have universal love” and “Love is love” with the background music titled ‘SAME LOVE’. (Ad Council,
Without any explanation, people could notice what this campaign wanted to say
by realizing their own unconscious prejudice about the average person.


Figure 1. ‘Love Has No Labels’ Campaign Video

https://www.youtube.com/watch?v=PnDgZuGIhHs, Accessed: 03.12.2017

The initial campaign video was
released on the Upworthy’s Facebook channel with the message of ‘we are all
human.’. In addition to uploading the video on the social media, the website
also gave people the opportunity to get information in detail and share their
stories on people’s own social media. Firstly, they presented a test created by
Harvard University to evaluate their own biases and point out a subtle example
of discrimination. A visitor could get educated themselves more about bias
through the quiz. Secondly, they created the social gallery called ‘Faces of
Love’ page. This is a social tool on the website to create a image with the campaign
message by uploading visitor’s own picture and put one of the labels in the end
of the slogan including race, age and so on. (Awards, 2017) To maintain the
awareness and attention to the message, there was an extension of the campaign,
called “#WeAreAmerica” in 2016 to continue to discuss what it means to be
American and to be patriotic. (Newberger, 2017)


Figure 2. The test to evaluate the level of

Source: http://lovehasnolabels.com/



3.3 Objective of
Change Behaviours

The aim of a social marketing
campaign is to change people’s behaviour in a positive way. (Andreasen,
As we discussed above, the main problem was unconscious biases or
discrimination about people. The driver of habituated behaviour can be described
into two parts, knowledge deficit and unhealthy attitude. The campaign was
mainly concerned with raising public awareness about unconscious biases which
people do not even notice and prevent bullying or discrimination about people. In
this campaign, the mix of attitudinal and educational campaign types are used
to change behaviour of the target audience and the type of change could be
different for each audience. In addition to it, the five behaviours are
provided including acceptance, support, respect, love and unity as the
objective of the campaign, according to the interview with Lisa Sherman,
President and CEO of the Ad Council. This change of behaviour, eliminating that
bias, 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 to
Change Behaviour


4. Campaign Analysis

4.31 Campaign Goal,
Objective and Target Audience

main goal of the campaign was “Rethinking
the unconscious biases about people” covering racism, discrimination and
homosexual love. The campaign is implemented with a simple message about
rethinking the biases that people did not even know they had. Also, campaign aimed
to the increase awareness about unconscious biases through the campaign and
they 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 that
individual behaviour can create positive change in society by celebrating
diversity. (Pandora For Brands, 2016) Jennifer
Walters, campaign director for the Ad Council, also said “If we all work to build empathy and understanding for others, we can
each contribute to a more accepting world and be part of the solution”. (Wells Fargo Stories,
The key target audience was Millennials (Shayon, 2015) aged between 20 and
36 in the year of 2017.  (Pew Research Center, 2016) They are considered
to tech-savvy as they are more familiar with the online interaction than
face-to-face interaction. (Agrawal, 2017)


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