NEW YORK, Feb. 14, 2017 /PRNewswire/ -- To coincide
with Valentine's Day, the Ad Council,
R/GA and an unprecedented group of brand partners launched, "Fans
of Love," an extension of the iconic Love Has No Labels
campaign. The new PSAs, filmed live at the NFL Pro Bowl in
Orlando in January, put a twist on
the traditional kiss cam by replacing it with an unbiased camera
that features all forms of love –friendships, families and romantic
relationships– across race, religion, gender, sexuality, ability
and age. The goal of the campaign has always been to flood culture
with a message of unbiased love, but this year, they're doing so by
actually reframing an iconic part of culture.
Experience the interactive Multimedia News Release here:
https://www.multivu.com/players/English/8032451-ad-council-love-has-no-labels/
"On Valentine's Day 'Fans of Love'
highlights that love has the power to bring people together
regardless of our differences – a message that is more important
now than ever," said Lisa Sherman,
president and CEO of the Ad Council. "We hope that this new
creative will encourage all of us to reflect on our own
biases and the role we can play in creating a more accepting
and inclusive world."
The Love Has No Labels campaign first launched nationally
in 2015 with a video of skeletons dancing and embracing before
coming out from behind an x-ray screen revealing themselves as
diverse couples, friends and families, followed by "We Are America"
featuring John Cena celebrating the
diversity of America on Independence
Day. The initial "skeletons" video received more than 164
million views making it the second most viewed social activism
video of all time.
As with all of the Love Has No Labels campaigns, "Fans of Love"
continues to feature real people and relationships to celebrate
diversity and promote inclusion. The new PSAs, created pro bono by
R/GA, demonstrate that regardless of which team you cheer for or
the differences we sometimes struggle to bridge, love is about
coming together. The long-form video and TV spot use the jumbotron,
an iconic staple at sporting events, to highlight not only romantic
love but positive depictions of unity, diversity and acceptance as
well. The video starts with a roving fan camera at the NFL Pro Bowl
scanning the crowd for couples to feature on the jumbotron. As the
camera continues to scan the audience, it readjusts the framing to
capture real families, couples and friends across different races,
religions, genders, sexualities, abilities and ages. Authentic
reactions of surprise and support from real NFL fans at the event
are highlighted in the video. Viewers are encouraged to rethink
their biases and visit the campaign website to learn more about
reducing bias.
"'Fans of Love' is the next powerful and timely part of our
ongoing 'Love Has No Labels' campaign," said Nick Law, Vice Chairman, Global Chief Creative
Officer, R/GA. "Set at a great American event, the Pro Bowl,
it's a reminder that diversity and acceptance is America at its
best. Our agency is proud to be involved in continuing this
important message."
With "Fans of Love," the NFL Pro Bowl becomes a celebration of
all fans regardless of which communities they identify with. The
real people featured in the spot include Special Olympians who are
best friends, a multiracial family, and an Orlando Pulse shooting survivor and her
girlfriend among others. In addition to the online video, the
integrated campaign includes television spots and digital banners
running entirely in time and space donated by the media. The online
video and TV spots feature the song "Show Me Love" (Skrillex Remix)
ft. Chance the Rapper, Moses Sumney,
Robin Hannibal by Hundred
Waters.
"The NFL is strongly committed to diversity and inclusion.
We are proud to be working with the Ad Council on
their Love Has No Labels campaign," said
Anna Isaacson, NFL Senior Vice
President of Social Responsibility.
The campaign directs audiences to lovehasnolabels.com, which
features a quiz to help people examine their own biases and
resources on how to take actionable steps to rethink those biases.
An interactive "Fans of Love" video will
present relevant campaign facts and links to educational
content to audiences as they are watching the film. The
campaign taps into the expertise of six leading non-profit
organizations including, Anti-Defamation League, Southern Poverty
Law Center, Human Rights Campaign, American Association of People
with Disabilities, AARP and Perception Institute. To show their
support for creating a more accepting and inclusive community
visitors can use the "Faces of Love" tool by adding the iconic Love
Has No Labels frame to their photos and purchasing Love Has No
Labels merchandise in the campaign shop.
Since the campaign's initial video first launched, Love Has
No Labels has won an Emmy for Best Commercial, marking the
first time a public service ad has received the award. There have
been over 4.3 million sessions on lovehasnolabels.com, where
visitors can take a quiz to examine their own biases. Since the
launch of the campaign, significantly more adults agree that they
can create a more accepting and inclusive environment (61% in
March 2015 to 72% in December 2016), according to a survey
commissioned by the Ad Council and conducted by Ipsos, Public
Affairs. To date, the campaign has received more than $44 million in donated media.
The campaign brand sponsors, including founding partners
PepsiCo, P&G, State Farm®, Unilever and The Coca-Cola
Company and recent partners, Bank of America, Google and Johnson
& Johnson, are supporting "Fans of Love" by promoting content
across their channels. In addition to funding the campaign, brand
partners will show their support during the year through on- and
offline activations including, social messaging, social influencer
programs, employee engagement, events and more.
The fully integrated campaign also includes support and
activations from key partners including NFL, social platforms and
publishers. In addition to debuting the "Fans of Love" cam at the
Pro Bowl, NFL will also utilize its platforms including donating
time on NFL Network, as well as other fan-facing vehicles, to
support the campaign. Upworthy, a 2015 campaign launch partner,
continued its support for Love Has No Labels by featuring
"Fans of Love" on its social channels. Tumblr is supporting "Fans
of Love" by sharing the video with their Post It Forward community
to amplify the campaign's call to action to the user base at large,
as well as hosting an Issue/Answer time in the upcoming months.
Facebook, Kargo, ESPN, VOX, Bauer and Little Things are extending
the campaign message through donated media support on its
respective platforms. Hearst will share "Fans of Love"
through Seventeen's and Cosmo's social channels, and SheKnows and
Fatherly are supporting through its respective social channels as
well. Jack Morton Worldwide, a global brand experience agency, has
joined the campaign to help extend the "Love Has No Labels" message
through social activations on the campaign's social
communities.
To learn more, visit the Love Has No Labels website on Tumblr,
join the campaign's social communities on Facebook, Twitter
and Instagram, and visit the campaign shop.
The Ad Council
The Ad Council is a private, non-profit organization with a rich
history of marshaling volunteer talent from the advertising and
media industries to deliver critical messages to the American
public. To learn more about the Ad Council and its campaigns, visit
www.adcouncil.org, like us on Facebook, follow us on Twitter or
view our PSAs on YouTube.
R/GA
R/GA, the agency for the Connected Age, develops products,
services and communications to grow our clients' brands and
businesses. Founded in 1977, the agency has been a pioneer at
the intersection of technology, design and marketing with work
spanning web, mobile, and social communications, retail and
e-commerce, product innovation, brand development and business
consulting. R/GA has 2,000 employees globally with offices across
the United States, Europe, South
America, and Asia-Pacific
and is part of The Interpublic Group of Companies (NYSE:IPG), one
of the world's largest advertising and marketing services
organizations. For more information on R/GA, please visit us
at www.rga.com and
on Facebook and Twitter.
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SOURCE Ad Council