Marketing Challenge: Bias and discrimination are two of the most pressing issues facing our nation today. Yet most Americans say they believe in equality and consider themselves to be unprejudiced. How do we get people who don't see themselves as part of the problem to recognize their implicit bias and actively come together to live inclusively?
Methodology: Through qualitative research, we uncovered a key cultural moment when people come together – disasters. Disasters have one of the most uniquely unifying effects on people. Rising builds on the Love Has No Labels campaign strategy of leveraging the cultural zeitgeist and elements of surprise.
Creative: Inspired by true events coming out of a year marred by natural disaster (hurricanes, mudslides, wildfires, etc.), Love Has No Labels launched an original short film, Rising (directed by Game of Thrones director David Nutter with screen writer Lena Waithe) to tell the story of a diverse neighborhood that comes together to survive rising flood water, challenging Americans to consider "Why does it take a disaster to bring us together?"