R/GA and The Ad Council Partner with NFL on New 'Love Has No Labels' Work

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, it’s doing so by actually re-framing an iconic part of culture.

“’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.”

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. 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.

"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.

In addition to a host of business sponsors, the campaign taps into the expertise of six leading non-profit organizations including, the Anti-Defamation League, Southern Poverty Law Center, Human Rights Campaign, American Association of People with Disabilities, AARP and the 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. There are also a number of Love Has No Labels comumnites on social media that include Facebook, Twitter Instagram and the campaign shop.

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