Love Has No Labels believes promoting and normalizing different forms of love will help make society more inclusive. Our ongoing strategy is to flood culture with diverse acts of love to erode implicit bias. The farther our content spreads, the greater its effect.

The United States is a divided nation. Polarization relating to politics, race, gender, religion, and sexuality has led to a sharp rise in bias-related conflict. Our challenge this year was to bring our message of diversity and inclusion outside echo chambers and reach audiences we never reached before. We needed to rethink our media approach while delivering the message in a creative and timely way.

The short film Rising is based on the observation that the worst of Mother Nature can bring out the best in human nature. Based on true stories, the campaign shows that while devastating, natural disasters like hurricanes wash away prejudices and can result in people stepping up, without hesitation, to help those they don’t know - and in some cases are even prejudiced against.

The film eventually asked: “Why does it take a disaster to bring us together?”

Campaign Strategy:

The campaign was inspired by research made after Hurricane Harvey in Texas and Hurricane Michael in Florida. It includes 500 interviews of people from different gender, race, religion, age, sexual orientation, abilities and political sensibilities who have been directly affected by a catastrophe.

An insight emerged: catastrophes have a profoundly unifying effect on people.

Content/Media Strategy:

During one of the most divisive time in America, the brand had to find new ways to engage new audiences outside social echo chambers. The media approach had been rethought and lead to the creation of a 11-minute short film designed to live on ad-free entertainment platforms such as Showtime, Amazon Prime Video and The CW network, reaching a whole new audience previously not exposed to the brand.

During one of the most divisive periods in recent US history, Rising, an 11-minute film, told the story of a Muslim family and their diverse neighbors coming together to survive rising floodwaters and bias in America. Based on true events, the film asked: “Why does it take a disaster to bring us together?”

Rising gathered 35 million views at the time of submitting.

The 1st episode of the docuseries posted on social channels gathered 10 million views in 2 weeks. Visits on the brand website increased by 21% overall peaking twice (25% when Rising Launched, 31% when the docuseries launched)

Our goal was to encourage people to support D&I and live more inclusively.

These significant shifts represent millions of Americans:

In just 1 month: (source: Perception Institute)

Highest levels to date for brand awareness: 32% in Dec (up from 26% in Nov)

More than 1 in 4 Americans are aware of Rising (26% of Americans, age 18+)

Significant increases:

in those who said supporting diversity: 42% to 45%

in those who strongly agreed There are things that I can do to help create a more inclusive environment: 38% to 42%