Ad Council: Love has no labels

This case study details how Ad Council, the American public service non-profit, created approachable creative, 'Love has no labels,' to show the public biases that they didn't know they had.

Ad Council: Love has no labels

Summary

Bias and discrimination are perhaps the most polarizing problems facing America today. Yet most Americans consider themselves unprejudiced and resist messages suggesting they are biased. We developed approachable creative that helped people recognize the biases they didn't know they had: An x-ray screen hid the identities of real people, as viewers filled in the blanks of what constituted friendship, love, and family. When the identities were revealed, so were individual biases, as each relationship spanned different religions, races, etc. In 6 months, the campaign achieved over 160 million video views and significantly shifted...

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